menejmentis safuZvlebi
menejmentis safuZvlebi
menejmentis safuZvlebi
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T. kilaZe, n. didiSvili<br />
<strong>menejmentis</strong> <strong>safuZvlebi</strong><br />
meToduri miTiTebebi<br />
praqtikuli samuSaoebis Sesasruleblad<br />
`teqnikuri universiteti”@
saqarTvelos teqnikuri universiteti<br />
T. kilaZe, n. didiSvili<br />
<strong>menejmentis</strong> <strong>safuZvlebi</strong><br />
meToduri miTiTebebi<br />
laboratoriuli samuSaoebis Sesasruleblad<br />
registrirebulia stu-s<br />
saredaqcio-sagamomcemlo sabWos<br />
mier. 02.07.2009, oqmi #6<br />
Tbilisi<br />
2009
mocemulia praqtikuli samuSaoebi, eTikuri problemebi<br />
da situaciis analizi, romlebic moicaven <strong>menejmentis</strong><br />
yvela ZiriTad Temas. is daexmareba studentebs<br />
gaiazron <strong>menejmentis</strong> koncefcia da SeZlon profesionaluri<br />
ganviTareba marTvis sferoSi.<br />
imis gaTvaliswinebiT, rom momavalSi studentebs<br />
mouwevT jgufebSi muSaoba wignSi mocemulia praqtikuli<br />
samuSaoebi, romlebic xels uwyobs gunduri muSaobis<br />
Cvevebis ganviTarebas. dRes udidesi mniSvneloba aqvs<br />
mmarTvelobiT da organizaciul EeTikas, amitomac yovel<br />
TavSi ganxilulia eTikuri problema, romelic realurad<br />
arsebobs da romelsac aucileblad Seejaxebian studentebi<br />
mmarTvelobiTi saqmianobis dawyebisTanave. TiToeuli<br />
Temis bolos ki Temis Sesabamisi situaciis analizi<br />
da SekiTxvebia, romlebzec pasuxis gacemis Semdeg<br />
SeiZleba ganvsazRvroT gaiges Tu ara studentebma konkretuli<br />
Tema da SeuZliaT Tu ara praqtikaSi misi gamoyeneba.<br />
recenzenti prof. n. samsonia<br />
© sagamomcemlo saxli ,,teqnikuri universiteti’’, 2009<br />
ISBN 978-9941-14-697-8<br />
http://www.gtu.ge/publishinghouse/<br />
yvela ufleba daculia. am wignis arc erTi nawili (iqneba es teqsti, foto,<br />
ilustracia Tu sxva) aranairi formiT da saSualebiT (iqneba es eleqtronuli Tu<br />
meqanikuri), ar SeiZleba gamoyenebul iqnas gamomcemlis werilobiTi nebarTvis<br />
gareSe.<br />
saavtoro uflebebis darRveva isjeba kanoniT.
praqtikuli samuSao<br />
Tema: Sesavali menejmentSi<br />
nebismieri Tqvengani Sexvedria adamianebs, romelTac mmarTvelobiTi<br />
Tanamdeboba ukavia. Tqveni azriT, ratom aris zogierTi menejeris saqmianoba<br />
ufro efeqturi sxvasTan SedarebiT arsebobs Tu ara konkretuli<br />
maxasiaTeblebi, romlebic karg menejers gamoarCevs SeadgineT jgufebi 3-4<br />
kacis SemadgenlobiT Tqvens jgufSi. ganixileT yvelam Tqveni gamocdileba<br />
menejerTan urTierTobis – rogorc kargis, aseve cudis. SeadgineT im<br />
adamianTa maxasiaTeblebis sia, romlebic Tqveni azriT ufro ukeTesad<br />
warmoCdnen. siis TiToeul punqts miuTiTeT, Tu romel funqcias exeba es<br />
maxasiaTebeli. TiToeulma jgufma warmoadgineT sia da axseniT Tqveni<br />
mosazreba maTTan dakavSirebiT.<br />
situaciis analizi<br />
Tqven albaT gagikvirdebaT, roca gaigebT, rogor seriozulad<br />
ekidebian personalis marTvas erT-erT firmaSi, romelic sabuRaltro<br />
momsaxureobas eweva. stiven p. sigeli, am kompaniis erT-erTi xelmZRvaneli,<br />
darwmunebulia, rom misi organizacia xalxma Seqmna. Tavis umTavres<br />
amocanad is Tvlis klientebTan mxolod profesionalebis muSaobis<br />
uzrunvelyofas. erT-erTi saukeTeso meTodi amisaTvis aris personalis<br />
niWis, Semoqmedebis ganviTareba, mudmivi swavleba, codnis gavrceleba.<br />
sigelma mTeli rigi seriozuli cvlilebebi ganaxorciela amis misaRwevad.<br />
is darwmunebulia, rom inteleqtualuri samuSao ufro efeqturad<br />
sruldeba aratradiciul garemoSi, amitomac moiciles yvelaferi, rasac<br />
yvela mowyenilobis da erTferovnebis simbolod Tvlis sabuRaltro<br />
saqmianobaSi. arc erT TanamSromels ar SeuZlia romelime kabineti an<br />
magida Tavis sakuTrebad CaiTvalos. yvelani iTvlebian mudmivad<br />
migrirebadi jgufis wevrebad, romlebSic adamianebTan erTad moZraoben<br />
saqaRaldeebi, telefonebi, leptopebi, sadac ki gaixedavT yvelgan<br />
komfortis, mravalferovnebis da eqscentrulobis niSnebs dainaxavT. mag.:<br />
ofisis SuagulSi ganTavsebulia miniaturuli golfis moedani. karis<br />
zRurblis gadabijebisTanave momsvleli xvdeba, rom es kompania<br />
3
adikalurad gansxvavdeba sxva sabuRaltro firmebisgan. erT kedelze<br />
kidia giganturi zomis saangariSo, xolo meoreze – didi ekrani, sadac<br />
mudmivad Cndeba kadrebi, romlebic iumoristul WrilSi asaxavs kompaniis<br />
cxovrebas da saqmianobas. es aris sigelis mTavari da yvelaze rTuli<br />
amocana – moiqces ise, rom misi maRalkvalificiuri TanamSromlebi<br />
interesiT da xalxiT asrulebdnen im saqmes romelic mosawyenad da<br />
rutinulad iTvleba, Cven erTi mizani gvaqvs - mivaRwioT Tqvens aRtacebas.<br />
kargad da Zalian kargad muSaoba dRes arasakmarisia. Cveni survilia<br />
`dagabrmavoT~ Cveni momsaxureobiT da viZleviT garantias, rom amas<br />
gavakeTebT. Cven mogemsaxurebiT maqsimalurad patiosnad da Riad. Cveni<br />
momsaxureoba gazrdis Tqveni biznesis Rirebulebas~.<br />
______________<br />
1. sworia Tu ara Tqveni azriT sigelis midgoma personalis marTvisadmi?<br />
raSi eTanxmebiT da ewinaaRmdegebiT mas?<br />
2. SecvlidiT Tu ara rames kompaniis marTvis sakiTxebSi?<br />
4
praqtikuli samuSao<br />
Tema: menejmenti guSin da dRes<br />
codnis bazis Seqmna, romelic organizaciis yvela TanamSromlisaTvis<br />
iqneba da daexmareba maT saqmis efeqturad SesrulebaSi – erT-erTi<br />
ZiriTadi mizania codnis marTvis. gaiyaviT 3-4 kacian jgufebad. Tqveni<br />
amocanaa mosamzadebeli samuSaos Catareba Tqveni institutisTvis codnis<br />
bazis Sesaqmnelad. vis SeuZlia aq erTmaneTisagan iswavlon, ra saerTo<br />
amocanebs asruleben isini. CamowereT ra ZiriTadi sferoebi codnisa aris<br />
saWiro am institutisaTvis. ganixileT jgufSi Tqveni mosazrebebi.<br />
situaciis analizi<br />
aris samuSao romlis Sesruleba cota vinmes Tu moundeba,<br />
gansakuTrebiT mTian adgilas, mag. san-franciskoSi. magram velosipedisti –<br />
kurierebi mSvenievrad asruleben Tavis davalebas da momxmarebels Zalian<br />
mniSvnelovan momsaxureobas sTavazoben – awvdian maT amanaTebs. maT aqvT<br />
wyalgaumtari, msubuqi, funqciuri da Tanac Zalian lamazi CanTebi. rob<br />
xonikatma kargad icis rogori unda iyos es CanTebi, is TviTonac kurierad<br />
muSaobda adre. dRes misi kompania Timbuk 2 Desings aseTi CanTebis<br />
mwarmoebelia. es kompania daarsda 1989 wels da dRes misi mogeba Seadgens<br />
3,5 mln dolars weliwadSi. kompania arastabilurad izrdeboda: erT wels<br />
is gaizarda 10%-iT, meore wels ki – 70%-iT. gasagebia, rom aseTi<br />
arastabiluri zrda seriozuli mmarTvelobiTi problemebis wyaro gaxda<br />
misi xelmZRvanelobisTvis. samagierod aranairi problema ar hqonda erT<br />
sakiTxSi – mtkice gadawyvetilebaSi mxolod umaRlesi xarisxis produqcia<br />
gamoeSva. bevri velosipedisti – kurieri Tvlis, rom Timbuk 2 CanTebi<br />
yvelaze kargi da yvelaze popularulia. kompania sTavazobs maT imas,<br />
rasac sxva arcerTi konkurenti ar sTavazobs: sampaneliani dizaini,<br />
romelic saSualebas aZlevs momxmarebels damoukideblad SearCios<br />
kombinacia 13 ferisgan. amasTan es CanTebi ar Rirs masobrivi warmoebis<br />
CanTebze ufro Zviri. xonikats undoda Tavis sferoSi imis gakeTeba, rac<br />
Toyota Motor-2 saavtomobilo biznesSi gaakeTa – individualizebuli<br />
modelebis masiuri gamoSveba an momxmareblis SekveTebis warmoeba. magram<br />
5
mas veraferi gamouvida manam, sanam TanamSromlebma ar daiwyes eqsperimentebi<br />
sakerav sistemebTan dakavSirebiT. es iyo sistema Toyota Sewing System, romlis<br />
gamoyenebis dros sakeravi manqanebis yvela operatori moZraobs<br />
specializebuli manqanebis rigis gaswvriv, imis nacvlad rom Seasrulos<br />
erTi operacia da gadasces damuSavebuli detali, Semdeg manqanas. aseTi<br />
midgoma saSualebas iZleoda SeemcirebinaT xarjebi Sromaze, radgan am<br />
dros aRar iyo saWiro damxmare muSebi. garda amisa kompaniam SeZlo<br />
mniSvnelovnad Seemcirebina xarjebi mat. maragebze, iZendnen ra mxolod<br />
erTi kviris marags da SemkveTs yovelwliurad awvdidnen mza produqcias.<br />
fabrikaSi muSaoba iwyeba adre-dilis 6 saaTze. aTeulobiT qali, ZiriTadad<br />
CineTidan emigrirebulebi, akeTeben ferad naWrebs da saxelurebs. yoveli<br />
kviris bolos maT 400 mza CanTa aqvT. kompania Tavis TanamSromlebs imaze<br />
mets uxdis, vidre konkurentebi, Tanac sTavazobs maT samedicino<br />
momsaxureobas. Tu kompanias damatebiTi finansireba sWirdeba is mimarTavs<br />
SVCV – finansirebis wyaros, romelsac unikaluri midgoma aqvs. Tavis<br />
droze SVCV-m investiciebi Cado kompaniaSi, roca gaigo, rom kompaniam<br />
gadawyvita Tavis TanamSromlebs saaTSi 11 dolari gadauxados da<br />
SeimuSaos materialuri stimulirebis programa, romlis mixedviTac<br />
TanamSromlebs waaxaliseben axali Cvevebis SeZenis gamo. Tu 1993 wels erTi<br />
CanTis warmoebisaTvis saWiro iyo 144 wT, dRes es dro 12 wT-mdea<br />
Semcirebuli. xarjebi Sromaze Seadgens saerTo xarjebis 16% da kompania<br />
imedovnebs maT 12%-mde Semcirebas. 2000 wels xonikatma gadawyvita<br />
eleqtronuli Sesyidvis procesis organizeba. Web-saitis Sesaqmnelad man<br />
15 kaci daiqirava. dRes am meTods mTeli kompaniis mogebis naxevari moaqvs.<br />
____________<br />
1. SeiZleba Tu ara Timbuk 2-Si marTvis mecnieruli organizaciis principebis<br />
gamoyeneba? ratom?<br />
2. am kompaniisTvis damaxasiaTebeli <strong>menejmentis</strong> romeli meTodebia<br />
mniSvnelovani XXI saukunis warmatebuli kompaniisTvis?<br />
6
Tema: organizaciuli kultura da<br />
garemo<br />
praqtikuli samuSao. gunduri muSaobis unarebis ganviTareba.<br />
daiyaviT patar-patara jgufebad da airCieT ori organizacia,<br />
romlebic sxvadasxva sferoSi muSaoben. aRwereT TiToeuli organizaciisTvis<br />
specifikuri da saerTo garemos faqtorebi, ramdenad gansxvavdebian an ara<br />
isini erTmaneTisagan? amis Semdeg moaxdineT dainteresebuli mxareebis<br />
identificireba am organizaciebisTvis. miuTiTeT mniSvnelovania Tu ara es<br />
dainteresebuli mxareebi organizaciisTvis da ratom?<br />
eTikuri problema<br />
sul ramdenime wlis win Enron iyos Zlieri kompania, romelic<br />
specializirdeboda bunebrivi airis, el.energiis da navTobis miwodebaze<br />
mTel msoflioSi. gayidvebis moculoba as miliard dolarze meti iyo.<br />
magram, ufro Rrmad Tu CavixedavdiT kompaniis saqmianobaSi, cxadi<br />
gaxdeboda rom sakmaod agresiuli, `gamarjveba nebismier fasad~ principze<br />
damyarebuli kultura, mmarTvelobiT personalze mudmivi zemoqmedebis<br />
wyaro xdeboda. isini yvela gziT cdilobdnen gayidvebis moculobis<br />
gazrdas – mas merec ki, rac Enron nel-nela valebSi Caeflo. cnobebi sul<br />
ufro mzard mogebaze izidavda axal-axal investorebs, xels uwyobda<br />
aqciebze fasebis zrdas da uqmnida umaRlesi <strong>menejmentis</strong> warmomadgenlebs<br />
SesaZleblobas mieRoT uzarmazari premiebi. bolos da bolos Enron<br />
gakotrda da mas mere rac firmis saeWvo maqinaciebi gamJRavnda, ramdenime<br />
menejers sasamarTloSi brali warudgines. direqtorTa sabWos wevri,<br />
romelsac daevala eTikuri darRvevebis Sida gamoZieba, Semdeg ambobda: `es<br />
iyo moralur-eTikuri problema. es korporatiuli faseulobebis sakiTxia~.<br />
warmoidgineT, rom es Tqveni meore samuSao dRea Enton-is finansuri<br />
analitikosebis jgufSi. es xdeba ramodenime TviT adre, vidre gamJRavndeba<br />
simarTle firmis finansur mdgomareobaze. Tqveni xelmZRvaneli, umaRlesi<br />
xelmZRvanelobis erT-erTi warmomadgeneli gibarebT da gTxovT, rom<br />
Tqvenma gundma moZebnos axali meTodebi gayidvebis moculobis gasazrdelad.<br />
7
pasuxi:<br />
varianti A _ CaatarebT finansuri analitikosebis jgufis Sekrebas da<br />
wardgeniT davalebas, romelic Tqven ufrosma mogcaT, amiT Tqvens<br />
TanamSromlebsDromlebs miecemaT saSualeba Tavisi unarebi ganaviTaron.<br />
varianti B _ damoukideblad SeimuSavebT 2-3 sasacilo da savsebiT<br />
arapraqtikul ideas, mxolod imitom rom aravin ifiqros rom ar xarT<br />
dainteresebuli kompaniis warmatebaSi.<br />
varianti C _ daelaparakebiT da auxsnaT situacias kompaniis<br />
personalis menejers, ratom gawuxebT davaleba romelic ufrosma mogcaT.<br />
situaciis analizi<br />
kolorado-springsis maxloblad aSS samxedro-sahaero akademiaSi,<br />
romelic Zalian mdidaria Tavisi tradiciebiT, skandali mwifdeba. es<br />
dakavSirebulia im 56 seqsualuri Zaladobis SemTxvevasTan, romelic bolo<br />
10 wlis manZilze moxda am organizaciaSi. komisia, romelic ikvlevs am<br />
SemTxvevebs, Zalian mZime viTarebaSi muSaobs, radgan akademiaSi ukiduresad<br />
ierarqiuli da mkacrad kontrolirebadi atmosferoa. aSS-s ssZ-s mdivnis<br />
jeims roSes win rTuli amocana dgas – SeZlos ipovos meTodi kulturis<br />
Secvlis, romelic aSkarad mtrulia qalebis mimarT, romelSic moZalade<br />
xandaxan gaurbis dasjas da romelSic msxverpli acxadebs ra mis mimarT<br />
ganxorcielebuli Zaladobis Sesaxeb, TviTonve xSirad aRmoCndeba<br />
represiebis safrTxis winaSe. senatis komisiasTan Cvenebis micemis dros<br />
roSem ganacxada: `Tqven absoluturad marTali xarT. es moraluri<br />
klimatis problemaa. Cven unda SevcvaloT marTvis stili~. unda aRiniSnos,<br />
rom samxedro organizaciebSi, vidre sxva tipis organizaciebSi ukeTesad<br />
aris dayenebuli saqmianoba adamianTa dacvisa rasobrivi da eTnikuri<br />
diskriminaciisgan. magram es ar exeba sqesis da seqsualur problemebs.<br />
skandali, romelic 1991 wels moxda amerikis samxedro-sazRvao ZalebSi,<br />
iyo pirveli miniSneba im problemebze, romelic armiaSi arsebobda. amis<br />
Sedegad iq mravali cvlileba ganxorcielda, mag.: swori qcevis principebis<br />
danergva, saCivrebis ganxilvis sistema da sxva. yvelaze mniSvnelovani ki<br />
iyo gaZlierebuli aqcenti faseulobebze. `Cven vxvdebodiT, rom SegveZlo<br />
8
adamianTa qcevis kontrolireba disciplinis gaZlierebis xarjze. magram<br />
xangrZlivi zemoqmedebis misaRwevad saWiro iyo sabazo faseulobebis<br />
gadafaseba? – ambobda barbara poupi, ssZ mdivnis yofili TanaSemwe,<br />
adamiani romelic axorcielebda kontrols cvlilebebis realizaciaze.~<br />
samxedro-sahaero akademia ar aris erTaderTi organizacia, romelic<br />
seqsualuri Zaladobis problemebs Seejaxa. magaliTad, harvardis<br />
universitetSi bolo sami wlis manZilze 50 msgavsi SemTxveva dafiqsirda,<br />
vest. printis samxedro akademiaSi – 15 da a.S. magram kritikosebi<br />
miuTiTeben ramdenime SemaSfoTebel signalze, romelic uSualod sahaero-<br />
samxedro akademiis SemTxvevebTan aris dakavSirebuli. jer erTi, gauxsnel<br />
danaSaulTa raodenoba, da meore – liderebis damokidebuleba am<br />
problemebis mimarT. qal-kursantebi, romlebic seqsualuri Zaladobis<br />
msxverpli gaxdnen, yvebian daSinebaze, da amboben rom gamoZiebis procedura<br />
maTTvis Zalian damamcirebeli iyo. nebismieri samxedro dawesebulebis<br />
kultura efuZneba kursantTa mzadyofnas da wesebis mkacr dacvas. roSe<br />
xvdeba rom kulturis Secvla Zalian rTuli amocanaa.<br />
______________<br />
1. aRwereT samxedro dawesebulebis kultura. ra uaryofiTi mxareebi aqvs<br />
mas.<br />
2. ra sirTuleebi elodeba raoSes moraluri klimatis cvlilebis dros?<br />
3. vin SeiZleba iyos am situaciaSi dainteresebuli mxareebi?<br />
4. ra roli SeiZleba Seasrulon dainteresebulma mxareebma kulturis<br />
cvlilebaSi?<br />
9
praqtikuli samuSao<br />
Tema: menejmenti saerTaSoriso garemoSi<br />
sxva qveyanaSi gadasvla sacxovreblad yovelTvis Zalian rTulia.<br />
warmatebul globalur organizaciebs SeuZliaT gamoavlinon saukeTeso<br />
kandidatebi sazRvargareT davalebis Sesasruleblad. yvelaze saukeTeso<br />
meTodia individualurad Seafaso adamiani. gaiyaviT patar-patara jgufebad.<br />
TiToeuli jgufs evaleba moZebnos Sefasebis forma sazRvargareT<br />
gasaSvebi kandidatisTvis. moifiqreT ra SekiTxvebs dausvamdiT kandidats.<br />
SeadareT TiToeuli jgufis mier warmodgenili kiTxvari erTmaneTs.<br />
eTikuri problema<br />
kompania globaluri sxvadasxva meTodebiT xdeba. msoflioSi<br />
cnobilma firmam Mishellin, romelic saburavebs uSvebs, gasca nebarTva<br />
Tavisi brendis gamoyenebaze saerTaSoriso mwarmoeblebs, romlebic<br />
Tanmdev produqtebs uSveben, rogoricaa jaWvebi an avtomobilis remontis<br />
nakrebi. xolo aSS-Si mdebare kompania New Balance-ma Tavis sazRvargareTel<br />
momwodebelTan erTad Seqmna strategiuli aliansebi, rac saSualebas<br />
aZlevs gayidos produqcia Tavisi markiT mTel msoflioSi. orive midgoma<br />
iwvevs eTikuri xasiaTis SekiTxvebs. saWiroa Tu ara momxmarebelis<br />
mivawodoT informacia rom samarko produqti licenziiT iwarmoeba am<br />
strategiuli partnioris daxmarebiT? saWiroa Tu ara ufleba mivceT<br />
kompaniebs SezRudon Tavisi partniorebis an licenziebis uflebebi?<br />
ganvixiloT New Balance-is saqmianoba CineTSi. mravali wlis<br />
ganmavlobaSi es kompania adgilobriv momwodeblebTan debda kontaqtebs<br />
mis samarko produqtis warmoebaze da maT miwodebaze aSS-Si da sxva<br />
qveynebSi. SeamCies ra erTxel, rom Cinurma bazarma zrda daiwyo, kompaniam<br />
gaaforma strategiuli xangrZlivi partnioruli SeTanxmeba erT-erT<br />
adgilobriv momwodebelTan – firma Horace Chang, romelmac unda gamouSvas<br />
da gayidos New Balance-is sabazo modeli CineTis bazarze. magram ramdenime<br />
wlis Semdeg New Balance-is xelmZRvanelobam gadawyvita rom sabazo<br />
modelis aseTi didi moculobiT gamoSveba msoflio bazarze kompaniis<br />
10
imijis gauaresebas gamoiwvevda. Harace Chang ebrZana rom Seemcireba warmoeba.<br />
magram kompania agrZelebda warmoebas da yidda produqts CineTSi, iaponiaSi<br />
da sxva qveynebSi. New Balance mimarTa sasamarTlos rom SeewyvitaT<br />
warmoeba. Harace Chang sapasuxo dartyma ganaxorciela da warmoadgina Zveli<br />
dokumenti, romlis mixedviT kompanias eZleoda ufleba gamoeSva produqcia<br />
kontraqtis vadis gasvlamde. yvelaferi damTavrda imiT, rom kompania,<br />
romelic aqamde New Balance-is strategiul partniorad iTvleboda, gaxda<br />
misi globaluri konkurenti. warmoidgineT, rom xarT menejeri, romelic<br />
muSaobs saerTaSoriso gayodvebis vice-prezidentis xelmZRvanelobis qveS<br />
da gaigeT, rom sabazo modeli isev gamodis CineTSi da iyideba iaponur<br />
maRaziebSi, romelic vaWrobs fasdaklebiT, 20$ calze. Tqven gsurT<br />
brendis da firmis reputaciis dacva, magram Tqvens Zalebs aRemateba Horace<br />
Clang-is gaCereba.<br />
varianti A. gaagzavniT iaponur savaWro qselSi Setyobinebs sabazo<br />
modelis gayidvis Sewyvetaze im mizeziT, rom New Balance mas falsifikaciad<br />
Tvlis da ar unda momxmareblis motyueba.<br />
varianti B. Seatyobinebas momxmarebels tyuilis Sesaxeb. ganaTavsebT<br />
iaponur presaSi gancxadebas, rom CineTSi gamoSvebul sabazo models New<br />
Balance falsifikaciad Tvlis.<br />
varianti C. mimarTavT iaponur savaWro qsels winadadebiT SeisyidoT<br />
New Balance-is darCenili maragi, im mizniT, rom gamoitanoT is bazridan.<br />
situaciis analizi<br />
НБА gaxda pirveli sportuli liga, romelmac SeZlo SeeZina<br />
globaluri xasiaTi. erT dros nacionaluri sportis saxeobis gadaqceva<br />
Zalian warmatebuli globalur komerciul sawarmod moxda xelmZRvanelobis<br />
mier globalur garemoSi marTvis principebis kargad gagebis Sedegad.<br />
Zalian bevrad globaluri warmateba ganapiroba ligis mTavarma menejerma<br />
devid sternma, romelic mizanmimarTulad miiwevda iqiTken, rom НБА<br />
globaluri brendi gamxdariyo. is amtkicebs: `kalaTburTi-universaluri<br />
enaa, is globalur safuZvelze unda ganviTardes? profesionalurma<br />
kalaTburTma didi interesi 1999 wels gamoiwvia, roca НБА gaxda<br />
sayovelTaod cnobili. SeiZleba vkiTxoT nebismier Cinels, romelia yvelaze<br />
11
popularuli sakalaTburTo gundi, da miviRebT swor pasuxs: `Red Oxen~.<br />
Cikagodan. dRes НБА yuradRebis wyaro CineTia. Houston Rockels-is ZiriTadi<br />
moTamaSe iao mangi-Cinelia. magram is ar aris ligis erTaderTi<br />
`globaluri~ moTamaSe. SeiZleba moviyvanoT germaneli dirk novickis<br />
magaliTi, espaneli pau garola, frangi toni parveri, brazilieli nene<br />
xilario da sxv. dRes НБА-Si TamaSobs 64 moTamaSe 34 qveynidan. НБА-m<br />
daamtkica, rom kalaTburTi SeiZleba globalurad iTamaSo. TamaSebi<br />
tardeba aziaSi, laTinur amerikaSi, evropaSi, daiwyo Tanamedrove<br />
moednebis mSenebloba am qveynebSi, riTac kalaTburTis gavrcelebis<br />
stimulirebis xeli Seewyoba. liga cdilobda garTobis sferoSi<br />
globaluri lideri gamxdariyo da amisaTvis yvela aucilebel resurs<br />
flobda. magram 1998-99 wlebis sezonze yvelaferi Seicvala.<br />
arasamarTlianma molaparakebebma kalaTburTelebTan kontraqtis dadebis<br />
Sesaxeb, gamoiwvia mesamedi dagegmili TamaSebis gadadeba. aman Zalian<br />
gaanawyena gulSematkivari, raRac momentSi ligis mTavarma menejerma devid<br />
sternma aRmoaCina, rom bevri ram, rac daigegma ar gamodis. Semdeg gaCnda<br />
problema erT-erT yvelaze cnobil moTamaSesTan maikl jordanTan. 1999<br />
wels misi wasvla ligisTvis didi danakargi iyo. problemebis<br />
gasamklaveblad, stenli bevrs fiqrobda risi SeTavazeba SeeZlo<br />
fanatebisTvis. aqtivSi iyo: kalaTburTi uyvarT rogorc aSS-Si, aseve<br />
sazRvargareT; ramodenime niWieri moTamaSis arseboba, myari imiji.<br />
Tu es yvelaferi amuSavda, НБА SeiZlebs Zveli popularobis<br />
dabrunebas. pirvel rigSi sternma ofisebis qseli gaafarTova. Semdeg<br />
gaaZliera ligis Internet-Si arseboba, ris gamoc Seiqmna saiti www.nba.com.<br />
amas garda kompiuteruli qselis daxmarebiT НБА eweva Tavisi TamaSebis<br />
propagandas da yidis bileTebs. НБА gaaforma SeTanxmeba USA Shopping<br />
Netwirk-Tan, kompaniasTan romelic Tavisi eleqtronul savaWro qselis<br />
meSveobiT gayidis spirtul saqonels ligis simbolikiT. dRes ligis<br />
finansuri mdgomareoba gaumjobesda. ligis saqonlis 20% iyideba a.S.S.-s<br />
gareT. es Seadgens damatebiT 430 mln dolars yovelwliurad. TiTqmis<br />
milioni gulSematkivari ixdis saSualod aT dolars TveSi, rom hqondeT<br />
SesaZlebloba ligis Web-saitis meSveobiT Tvali adevnon yvela TamaSis<br />
translacias. НБА-m gaxsna Tematuri restorani dominikis respublikaSi da<br />
12
malaziebi evripasa da aziaSi, sakmao mogeba moaqvs satelevizio<br />
translaciebs. da TiTqmis 15% misi 900 milioniani yovelwliuri mogebidan<br />
aris mogeba misi partniorebidan, romlebic 212 qveyanaSi arian.<br />
___________<br />
1. romeli samarTlebrivi, politikuri, ekonomikuri da kulturuli<br />
gansxvaveba gaxdeba mniSvnelovani kalaTburTelebis ayvanisa sazRvargareT?<br />
2. ra SeiZleba gaiTvaliswinon organizaciebma НБА globalizaciis<br />
magaliTze?<br />
3. romeli globaluri midgoma gamoiyeneba НБА-m?<br />
(policentrizmi – mimReb qveyanaSi aqvT marTvis da muSaobis saukeTeso<br />
meTodebi.<br />
eTnocentrizmi – mxolod sakuTar qveyanaSi arsebobs muSaobis efeqturi<br />
meTodebi.<br />
geocentrizmi – yvelaze efeqtur meTodebis da personalis gamoyeneba<br />
imis miuxedavad ra erovnebis arian).<br />
13
Tema: socialuri pasuxismgebloba da <strong>menejmentis</strong><br />
eTika<br />
praqtikuli samuSao<br />
daiyaviT mcire jgufebad. TiToeul jgufSi yvela gaixsenebs im<br />
SemTxvevas, rodesac raime organizaciaSi maT mimarT araeTikur qmedebas<br />
hqonda adgili. gamoyaviT sami yvelaze mniSvnelovani kriteriumi, romlis<br />
mixedviTac sworad ganvsazRvravT ama Tu im saqcielis eTikurobas. CaiwereT<br />
es kriteriumebi. yoveli jgufidan TiTo warmomadgeneli moyveba araeTikuri<br />
qcevis SemTxvevebs, romlebsac adgili hqondaT misi jgufis wevrebis<br />
mimarT da CamoTvlis SerCeul kriteriumebs. SeadareT TiToeuli jgufis<br />
mier warmodgenili kriteriumebi da axseniT ratom SearCieT isini.<br />
eTikuri problema<br />
Siera Club propagandas uwevs garemos dacvis mkacri normebis dawesebis<br />
dacvas. mouwodebs organizaciebs gamoiyenon ekologiurad sufTa<br />
produqtebi da awyobs RonisZiebebs, raTa adamianebs gaacnos veluri buneba.<br />
mokled rim vTqvaT Siera Club gamodis minimaluri iuridiuli moTxovnebis<br />
CarCoebidan da iyenebs WeSmaritad aqtiur midgomas garemos dasacavad<br />
momavali TaobebisTvis. imisaTvis, rom am saqmianobisTvis aucilebeli<br />
saxsrebi iSovos, kompaniam daiwyo licenziis gacema Tavisi saxelis<br />
gamoyenebisTvis produqciis farTo diapazonSi: tansacmeli, yava,<br />
saTamaSoebi da sxv. organizacia iRebs 5-20% licenzirebuli produqciis<br />
gayidvis moculobisgan, xolo mwarmoebeli valdebulia TiToeul nawarms<br />
daurTos informacia garemos dacvis propagandis teqstiT. warmoidgineT,<br />
rom xarT menejeri, romelic muSaobs iseTi menejeris daqvemdebarebaSi,<br />
romelsac unda misi kompaniis saxeli asocirdebodes mxolod garemosadmi<br />
keTilganwyobili produqtis saxeobasTan. romeliRac mwarmoebelma<br />
SesTavaza Siera Club Tavisi produqti – sabani ekologiurad sufTa<br />
produqtisagan, romelic naturaluri saRebavebiT aris Seferili. magram<br />
mis SemadgenlobaSi aseve Sedis sinTeturi boWkoc. Rirs Tu ara gasceT<br />
Tqveni licenzia am produqtze da romeli variants airCevT?<br />
14
varianti A.<br />
vTxovTYmwarmoebels maqsimalurad Seamciros sinTetikuri boWkos<br />
Semadgenloba ise, rom amiT produqciis xarisxi ar dazaraldes. TiToeul<br />
produqts Tan daurTos qsovilis Semadgenlobis CamonaTvali.<br />
varianti B.<br />
ar miiRebT am winadadadebas, radganac produqti bolomde organuli<br />
masalebisgan ar aris damzadebuli.<br />
varianti C.<br />
gaavrcelebT masobrivi informaciis saSualebebSi gancxadebas imis<br />
Sesaxeb, Tu ratom aris am produqtSi naturalur masalasTan erTad<br />
sinTetikuri? (is icavs sabans, rom SigTavsi sarCulidan ar gamovides).<br />
situaciis analizi<br />
2002 wlis ivnisSi kompania Arthur Andersen skandalSi gaexva. daadgines<br />
misi roli Enron-is dokumentaciis ganadgurebaSi da damnaSaved cnes<br />
marTlmsajulebisTvis winaaRmdegobis gawevaSi. es brali bolo dartyma<br />
iyo erT dros Zalian cnobili Tavisi miRwevebiT firmisTvis. sabraldebo<br />
daskvnis mixedviT kompanias unda Seewyvita Ria saaqcio sazogadoebebisTvis<br />
auditoruli momsaxureba. realurad es maTTvis sikvdilis tolfasi iyo.<br />
yvelaze samwuxaro is iyo, rom Tu firma yovelTvis daicavda im maRali<br />
moralur principebs, romlis propagandasac misi damfuZnebeli artur<br />
i.anderseni eweoda, mas aranairi problema dRes ar eqneboda da darCeboda<br />
maRali prifesionalizmis standartad da ara eTikuri normebis uxeS<br />
damrRvevad. es kompania samwuxarod cnobili gaxda ara marto Tavisi<br />
auditebis zerele saqmianobiT, aramed kompaniis kulturaSi fundamentaluri<br />
cvlilebebiT, romelic adre amayobda investorebis aqtiuri dacviT. Arthur<br />
Andersen daaarsa buRalterma artur i. andersenma 1918 wels. 20-ian wlebSi<br />
kompania swrafad izrdeboda da buRaltruli momsaxureobis garda<br />
awarmoebda finansur gamoZiebas, rac misi konsaltinguri saqmianobis sawyisi<br />
gaxda. 1979 wlisaTvis konsaltings <strong>menejmentis</strong> sakiTxebSi mohqonda 20%<br />
mogebis, magram mniSvnelovani korporaciuli reorganizaciis Sedegad 80-ian<br />
wlebSi is 40%-mde gaizarda. buRalterebma da konsultantebma daiwyes<br />
seriozuli brZola ZalauflebisTvis, romelic izrdeboda sakonsultacio<br />
15
saqmianobis mogebis zrdasTan erTad. am or jgufs Soris konfliqti<br />
grZeldeboda 1989 wlamde. am wels maTi `Serigebis~ mizniT Seiqmna<br />
`qolgis~ tipis sawarmo Andersen Worldwide. magram verc am organizaciulma<br />
struqturam gadaWra Zalauflebis gadanawilebis problema. konsultantebs<br />
ar awyobdaT gaeyoT Tavisi mzardi mogeba buRaltrebisTvis (maTi mogeba<br />
bolo wlebSi 56%-mde gaizarda). buRaltrebis azriT, ki isini mravali<br />
wlis ganmavlobaSi subsidiebs ukeTebdnen konsaltingur bizness da xSirad<br />
auditoruli momsaxureoba gamoiyeneboda rogorc wamgebiani, maT<br />
mxardasaWerad, imis mixedviT, rac konsaltingi sul ufro met mniSvnelobas<br />
iZenda, auditi aRar iyo `firmis suli da guli~. 1997 wels situacia<br />
imdenad gamwvavda, rom konsaltingis TanamSromlebma miiRes gadawyvetileba<br />
gamoyofis Sesaxeb. samwliani sasamarTlo garCevebis Semdeg konsultantebi<br />
daTanxmdnen yofili partniorebisTvis 1 mln dolaris gadaxdas (Tumca<br />
isini varaudobdnen 15 mln dolars). konsultantebmaYTavianT firmas<br />
daarqves Accenture da is dRes Tavisi mSobliuri kompaniisgan gansxvavebiT<br />
Cveulebrivad funqcionirebs.<br />
gayofis Sedegad Andersen gaxda sabuRaltro momsaxureobis patara<br />
firma – ufro susti da naklebad momgebiani. mogebis gazrda mTeli kompaniis<br />
prioritetuli mimarTuleba gaxda. ZiriTadi aqcenti klientebis mozidvaze<br />
keTdeboda. am mizniT maT TanamSromloba daiwyes Enron-Tan, romelic<br />
Andersen momsaxureobisTvis kviraSi 1 mln dolars uxdida. Enron iyo is<br />
klienti, rac Andersen-s awyobda. is iyo swrafad mzardi da riskisTvis<br />
mudmivad mzad myofi organizacia, romelic zedmeti kiTxvebis gareSe<br />
uzarmazar Tanxas ixdida. gasakviri ar iyo, rom 2001 wels Catarebuli<br />
klientebis riskis Sefasebisas (Andersen-s 2500 klienti hyavda) Enron da<br />
kidev 50 firma maqsimaluri riskis jgufSi moxvdnen. kidev 700 klienti<br />
miakuTvnes maRali riskis jgufs. es ukve katastrofis dasawyisi iyo. cudi<br />
iyo isic, rom Tu saSualo da dabali donis menejerebi xedavdnen raime<br />
saeWvos, isini amis Sesaxeb ar saubrobdnen. Andersen-is gasamarTleblad<br />
SeiZleba iTqvas, rom is ar unda iyos erTaderTi sabuRaltro firma,<br />
romelsac hqonda mWidro urTierTobebi auditorebs, analitikosebs da<br />
klientebs Soris. 1998 wels sabirJo operaciebis da fasiani qaRaldebis<br />
komisiis Tavmjdomarem artur levinma Tqva: `dRes damaxinjebulia TviTon<br />
16
uRalteriis arsi. analitikosebi da buRaltrebi xdebian raRac TamaSis<br />
monawileni man mouwoda axali wesebis Seqmnisken, romlebic SezRudavdnen<br />
sabuRaltro firmebis unars konsaltinguri momsaxurebisa im firmebisTvis,<br />
romlebSic isini axdenen auditorul Semowmebas. adamiani, romelmac<br />
kompromisi ipova am komisiasTan iyo jo barardino, Andersen-is auditis<br />
qveganayofis xelmZRvaneli, kompromisi SemdegSi iyo: sabuRaltro firmebi<br />
valdebulebas iRebdnen Riad ganecxadebinaT miRebuli honorarebis Sesaxeb,<br />
magram ar ekrZalebodaT moeweraT xeli kontraqtisTvis konsultaciebis<br />
Catarebaze im klientebisTvis, visTanac audits atarebdnen. bernardinos<br />
direqtorobis dros arsebuli mtkicebuleba, rom `biznes 4 kuTxa qvebia~:<br />
kargi momsaxureoba, biznesis maRali xarisxi, personalis maRali xarisxi<br />
da mogebis miReba, Seicvala `ram qviT da lodiT~. Enron-is kraxis Semdeg<br />
da imis Semdeg rac gamJRavnda Andersen-is rolis Sesaxeb amaSi, bernardino<br />
2002 wels gadadga. imisi aqcenti zrdisken xarisxis xarjze misi survili,<br />
uari ar eTqva msxvili klientebisTvis saeWvo reputaciiT, misi unari ver<br />
daenaxa mzardi problemebi, aris is faqtorebi ramac gamoiwvia kompaniis<br />
sikvdili magram dResac bernardino mxolod nawilobriv aRiarebs Tavis<br />
braleulobas.<br />
______________<br />
1. romeli faqtorebi ganapirobebdnen Tqveni azriT Andersen-is<br />
TanamSromelTa qcevas?<br />
2. daasaxeleT aRniSnuli situaciis dainteresebuli mxareebi. ra kiTxvebi<br />
da problemebi gauCndebodaT maT? movidodnen Tu ara maTi interesebi<br />
winaaRmdegobaSi?<br />
3. SeafaseT jo bernardinis liderobis eTikuroba.<br />
17
praqtikuli samuSao<br />
Tema: xelmZRvaneloba da lideroba<br />
warmoidgineT, rom xarT kompania Preferred Bank Card-is klientebis<br />
momsaxureobis ganyofilebis axali menejeri. kompania uSvebs sakredito<br />
baraTebs da mTel kaliforniaSi uamravi ofisi aqvs. Tqveni winamorbedi,<br />
romelic Zalian popularuli iyo klientebis momsaxureobis agentebs<br />
Soris, axlac kompaniaSi muSaobs sxva Tanamdebobaze. man daumala Tqvens<br />
gunds informacia imis Sesaxeb, Tu rogor Zalian CamorCeba is kvartalur<br />
monacemebs. Tqveni TanamSromlebi mouTmenlad elian uaxloes uqmes da ar<br />
ician, rom Tqveni amocanaa amis Sesaxeb SeatyobinoT. rogor gaakeTebdiT<br />
amas? gaiyaviT mcire jgufebad. gaanalizeT situacia. moamzadeT rolebi,<br />
rogor gamoxvalT Seqmnili situaciidan. yvela jgufma warmoadgineT<br />
Tqveni varianti da Semdeg erTad gaarCieT.<br />
eTikuri problema<br />
warmoidgineT mTavari aRmasrulebeli direqtori, romelic qiraobs<br />
adamians, romelic unda Cainergos sxva kompaniebis kompiuterul sistemaSi<br />
raTa moZebnos konfidencialuri informacia garigebaze maT konkurentTan.<br />
am direqtoris kompania strategiul iaraRad konkretuli konkurentebis<br />
winaaRmdeg iyenebda pres-relizebs. erTxel man gamoacxada erT-erTi<br />
pirdapiri konkurentis mtruli gaqrobis* Sesaxeb da Tqva, rom misi mizania<br />
ara produqciis gayidva, aramed misi saukeTeso momxmareblebis da<br />
TanamSromlebis mozidva. es direqtori iyo lari elisoni kompania Oracle-<br />
dan, romelsac Wall Street journal-ma `xuligani~ daarqva. misi qarizmatuli<br />
xelmZRvanelobis xarjze kompania Oracle namdvili lideri gaxda programuli<br />
uzrunvelyofis SemuSavebasa da gamoSvebaSi. mas arseboba mZafri<br />
konkurenciis pirobebSi uwevs, gansakuTrebiT Microsoft-is mxridan, garda<br />
amisa is ignorirebas ar ukeTebs ufro patara kompaniebs rogoricaa Siebel<br />
Systems da Technologies. erTxel Oracle-ma gamoaqveyna pres-relizi, romelSic<br />
gakritikebuli iyo iL Technologies mcdeloba SeeqmnaT programuli<br />
uzrunvelyofa raRac tipis, Tanac xelizi gamoSvebuli iyo ramdenime<br />
wuTiT adre konkurenti firmis direqtoris Sexvedramde gavlenian<br />
18
finansur analitikosebTan. es taqtika ar SeiZleba CavTvaloT arc<br />
SemTxveviTad, arc spontanurad. Cven vgegmavT rodis unda SevexoT `Siebel-s<br />
da rodis iL~- ambobda Oracle-is marketgingis direqtori.<br />
warmoidgineT, rom xarT iL Technologies aRmasrulebeli direqtori da<br />
gevalebaT teqnikuri maragebis marTvis sistemis programis Seqmna, romelmac<br />
konkurencia unda gauwios kompania Oracle-is msxvilmasStabian biznes-<br />
programebs. xuTi wuTis Semdeg Tqven unda warsdgeT finansuri<br />
analitikosebis winaSe, romlebic investorebs rekomendaciebs aZleven ama<br />
Tu im saqonlis SeZenaze. Tqven unda daarwmunoT analitikosebi pozitiuri<br />
rekomendaciebi gascen Tqven produqtze, rac saSualebas mogcemT gazardoT<br />
fasi Tqveni firmis aqciebze. swored am dros igebT, rom Oracle-gamoaqveyna<br />
pres-selizi, sadac uaryofiT konteqstSi moixsenieben Tqvens axal<br />
namuSevars. eWvi gaqvT rom im finansurma analitikosebma. visac unda<br />
SexvdeT, amis Sesaxeb ukve ician.<br />
varianti A. iqnebiT Zalian dajerebuli Tqveni produqciis<br />
upiratesobaSi, bolos ganacxadebT, rom is bevrad ukeTesia vidre Oracle<br />
produqcia.<br />
varianti B. SeecdebiT Tqvens mimarT ndobis xarisxi gazardoT,<br />
Sexvedris bolos axsenebT pres-selizs da moiyvanT ramdenime faqts,<br />
romlebic uaryofen Oracle-is braldebebs da upasuxebT analitikosebis<br />
SekiTxvebs.<br />
varianti C. sTxovT Tqveni firmis sazogadoebasTan urTierTobis<br />
samsaxuris ufross Seadginos presisTvis gancxadeba, romelSic citirebuli<br />
iqneba Tqveni gamonaTqvami, rom Oracle produqcia veranair kritikas ver<br />
uZlebs.<br />
situaciis analizi<br />
avtorbolebi erT-erTi yvelaze ufro sanaxaobrivi sportia aSS-Si,<br />
romelic izidavs sxvadasxva demografiuli jgufis gulSematkivrebs.<br />
erTerTi yvelaze cnobili mrboleli NASCAR-is iyo deil ernxardi,<br />
romelic Daytona international avtorbolis dros gardaicvala 2001 wlis 18<br />
Tebervals. misi gardacvalebis Semdeg dadga sakiTxi misi imperiis Dale<br />
Earnhardt momavlis Sesaxeb, romlis yovelwliuri mogeba 20 mln dolarze<br />
19
meti iyo. avtomrbolelis qvrivi darwmunebulia, rom ar dauSvebs<br />
kompaniisTvis arafer cuds, romlis Sesaqmnelad misi qmari wlebis manZilze<br />
Sromobda. didi gza gaiara am qalma sanam mravalmilioniani korpiraciis<br />
aRmasrulebeli direqtori gaxdeboda. kompania flobs avtomrbolelebis<br />
oTx gunds da mraval biznes-sawarmos. amisTvis mas lideris rolis<br />
morgebam mouwia. tereza ernxardti ar aris pativmoyvare da ar uyvars<br />
yuradRebis centrSi yofna. is uxerxulad grZnobs Tavs Sexvedrebis<br />
drosac. `me ar var mewarme, magram gavakeTeb imas, rac unda gakeTdes~.<br />
terezas CrdilSi yofna urCevnia. kompaniis xelmZRvanelobas is sul<br />
sxvanairad udgeba, vidre misi qmari. deili iyo kategoriuli, spontanuri<br />
da jiuti. tereza ki iRebs ufro awonil-dawonil gadawyvetilebebs. is<br />
mudam mSvidi, magram damajerebelia da am stilma kompania ukeTesobisken<br />
Secvala. terezam Seamcira zogierTi xarji, mag: gayida deilis vertmfreni<br />
– CaTvala rom ys araferSi sWirdeboda. erT-erTi sportsmeni maikl<br />
voltripi ambobda: `rodesac yvelaferi muqad Cans da yvelas hgonia rom<br />
gamosavali ar arsebobs, am dros Cndeba terezas Zlieri mxareebi. is<br />
swrafad agvarebs problemebs~. 2002 wlis Winston Cup sezonis damTavrebis<br />
Semdeg Catarda TaTbiri umaRlesi donis xelmZRvanelebTan. isini<br />
ganixilavdnen sezonis `plusebs~ da `minusebs~. `Zalian minda giTxraT, rom<br />
kargad imuSaveT, magram Sedegebi cudia~ - Tqva TaTbirze terezam. terezam<br />
SeZlo SeemuSavebina xelmZRvanelobis Tavisi stili, romelic warmatebuli<br />
kompaniis marTvis moTxovnebs akmayofilebda im sferoSi, sadac ZiriTad<br />
rols lideri-mamakacebi asruleben. MASCAR prezidenti maik xeltoni<br />
xSirad eubneboda terezas, rom is xalxSi unda Cndebodes, radgan es misi<br />
kompaniisTvis kargi iqneboda Tanac im sferoSi sadac qalebs TiTqmis ar<br />
ukaviaT mmarTvelobiTi Tanamdebobebi. tereza aRiarebs, rom maik xeltoni<br />
marTalia. 2003 wlis ianvarSi is daexmara deil ernxardt umc. sazeimo<br />
viTarebaSi waredgina misi gundis – Bush-is laigotipi. magram ZiriTad<br />
saqmeebs mainc Cumad da uxmaurod akeTebs.<br />
_______________<br />
1. aRwereT tereza ernxardtis muSaobis stili. ra aris misi Zlieri da<br />
susti mxareebi?<br />
2. iolia Tu ara xelmZRvanelobis stilis Secvla da ramdenad daexmareba<br />
amaSi Treiningebi?<br />
20
3. ra siZneleebs ejaxeba xelmZRvaneli, rodesac ikavebs efeqturi lideris<br />
adgils? rogor gaumklavdeba tereza ernxardti am problemas?<br />
praqtikuli samuSao<br />
Tema: gadawyvetilebis miReba<br />
ganawildiT patar-patara jgufebSi. ganixileT Tqveni gamocdileba<br />
gadawyvetilebis miRebaSi – mag: avtomobilis yidvis dros, saswavlo kursis<br />
arCevas an ardadegebis gatarebis saqmeSi. gaixseneT is SemTxvevebi roca<br />
marTlac kargi gadawyvetileba miiReT, gaixseneT ra procesebi uwyobda<br />
xels am gadawyvetilebis miRebas. amis Semdeg gaixseneT is gadawyvetilebebi,<br />
romelic araefeqturi aRmoCnda. ratom moxda ase? ra saerTo maxasiaTeblebs<br />
gamoyofdiT kargi da cudi gadawyvetilebebis miRebisas?<br />
eTikuri problema<br />
kompania Charles Schwab-is menejerebma ician, rom konkurenciasTan<br />
dakavSirebuli problemebi iSviaTad aris struqturirebuli mravali wlis<br />
manZilze es sabrokero firma warmatebiT uwevs konkurencias sxva msxvili<br />
kompaniebs swored imis wyalobiT, rom iRebs aradaprogramebul<br />
gadawyvetilebebs. magaliTad, misma menejmentma gadawyvita klientebisTvis<br />
naklebi Tanxa gadaexdevinebina aqciebisTvis, obligaciebisTvis da daenerga<br />
teqnologiebi, romlebic saSualebas miscemda klients aseTi garigebebis<br />
meti varianti hqonoda. imis gamo,rom konkurentuli garemo mudmivad<br />
cvalebadia reklamis menejerebi arasdros ar arian darwmunebulebi im<br />
gadawyvetilebis SedegebSi, romelic am firmis konkurentuli upiratesobis<br />
propagandas exeba. cota xnis win bevri sabrokero firma iZulebuli gaxda<br />
gadaexada jarima, raTa daeregulirebinaT problemebi romlebic interesTa<br />
konfliqtis Sedegad Cndeboda da dakavSirebuli iyo maT rekomendaciebTan<br />
momxmareblisTvis. am skandalis Semdeg Charles Schwab-is menejerebma<br />
gadawyvites Caataron sareklamo kompania, romelic aCvenebs adamianebs, rom<br />
es firma saqmes sxvanairad udgeba. erT-erTi ironiuli sareklamo rgolis<br />
Sinaarsi aseTia: gamogonili konkurentis ofisSi sxedan brokerebi, romlebic<br />
monotonurad imeoreben: `iyideT, iyideT, iyideT?~ kidev erTi brokeri<br />
aTvalierebs menius restoranSi da esaubreba telefoniT Tavis klients:<br />
21
`axla Cems xelSi dokumentaciaa Tqveni fasiani qaRaldebis portfeliT. me<br />
vTvli, rom Tqven unda iyidoT raRac da raRac~. zogierTma samauwyeblo<br />
qselma uari Tqva aseTi agresiuli reklamis gaSvebaze. warmoidgineT, rom<br />
xarT am kompaniis reklamis menejeri. Tqvenma sareklamo saagentom gadawyvita<br />
reklamis gazeTSi ganTavseba. iq unda iyos gamogonili brokeris sityvebi:<br />
`Cemi rekomendaciebi investiciebis Sesaxeb absoluturad obieqturia, Tumca<br />
me sakomisioze vmuSaob~. amis Semdeg modis Charles Schwab-is brokeris<br />
sityvebi: `me ar vmuSaob sakomisio Tanxaze, rogorc brokerebis umetesoba,<br />
amitom Cemi rekomendaciebi investiciebze absoluturad obieqturia~.<br />
varianti A. miscemT sareklamo saagentos miTiTebas, rom Charles Schwab-<br />
is brokeris sityvebs varskvlavi gaukeTos, sadac iqneba komentari wvrili<br />
SriftiT, rom marTalia am firmis brokerebi sakomisios ar iReben, magram<br />
firma Sida operaciebiT iRebs mogebas.<br />
varianti B. Sevacvlevinebdi Charles Schwab-is brokeris sityvebs<br />
Semdegnairad:L `me vmuSaob ara sakomisio Tanxaze, rogorc brokerTa<br />
umetesoba, amitom ver damaZalebT verc yidvas da verc gayidvas~.<br />
varianti C. Sevcvlidi citatas Semdegnairad: `Cemi rekomendaciebi<br />
investiciebze ufro obieqturia, vidre im brokerTa rCevebi, vinc<br />
sakomisios iRebs~.<br />
situaciis analizi<br />
erTnaxevar saukuneze metia kompania Martin Guitar, romelic 1833 wels<br />
aris daarsebuli, da mdebareobs pensilvaniis Stat qalaq nazareTSi,<br />
awarmoebs umaRlesi xarisxis akustikur musikalur instrumentebs. misi<br />
gatarebi erT-erT saukeTeso produqtad iTvleba. kompaniis aRmasrulebeli<br />
direqtoria kriston frederik martin IV – ubralod krisi. 2002 w. kompaniam<br />
gayida daaxloebiT 77 aTasi instrumenti da miiRo mogebis rekordis<br />
maCvenebeli – 77 mln $. amis miuxedavad kriss seriozuli problemebi aqvs.<br />
am kompaniaSi warmatebiT uTavseben erTmaneTs axalsa da Zvels. marTalia<br />
am wlebis manZilze instrumentebi Zalian Seicvala, TanamSromlebi rCebian<br />
maRali standartebis da srulyofili JReradobis erTgulebi. aseTi<br />
standartis gitaris dasamzadeblad saWiroa udidesi yuradReba da<br />
moTmineba. kompaniisTvis xarisxi Tavidanve mTavari prioriteti iyo. misi<br />
22
erT-erTi Semadgenelia xangrZlivvadiani ekologiuri politika. radganac<br />
kompania warmoebaSi naturalur xis masalas iyenebs, is tradiciuli<br />
bunebrivi resursebis racionalurad gamoyenebis politikas misdevs da<br />
cdilobs sxvadasxva saxeobebi gamoiyenos xis masalisTvis. mag: momxmarebelTa<br />
azris gamokiTxvis Semdeg, kompaniam daiwyo gitarebis gamoSveba, iseTi<br />
masaliT, romelic adre ar gamoiyeneboda e.w. `kosmetikuri~ defeqtebis<br />
gamo.<br />
krisi mudmivad cdilobs axali mimarTulebebis moZiebas, 1990-iani<br />
wlebis bolos miiRo Tamami gadawyvetileba gaeyida Tavisi gitarebi bazris<br />
im segmentze, sadac is ara umetes 800 dolari eRireboda. es segmenti<br />
mTliani bazris 65% Seadgens. am gadawyvetilebis Sedegad 1998 wels gaCnda<br />
gitara DXM. mas ara aqvs daxvewili forma, rogorc sxva Zvirfas modelebs,<br />
magram rogorc momxmarebeli aRniSnavs JReradoba gacilebiT ukeTesi aqvs<br />
vidre am safaso diapazonis sxva modelebs. es gadawyvetileba krisma<br />
Semdegnairad axsna: `Tu Cven mxolod Cvens warsuls vcemT pativs da<br />
arafer axalze ar vifiqrebT, maSin male pativsacemic ki araferi<br />
dagvrCeba~<br />
___________<br />
1. gadawyvetileba, gasuliyo axal bazarze – seriozuli gadawyvetilebaa.<br />
rogor gamoiyena krisma gadawyvetilebis miRebis procesi imisTvis, rom<br />
es konkretuli gadawyvetileba mieRo?<br />
2. ra kriteriumebma ganapirobes krisis gadawyvetileba misi kompaniis<br />
momavlis Sesaxeb?<br />
3. rogoria garemo, romelSic kompania Martin Guitar muSaobs: garkveuli,<br />
sarisko Tu gaurkveveli? axseniT ratom.<br />
23
praqtikuli samuSao<br />
Tema: dagegmvis <strong>safuZvlebi</strong><br />
etalonuri testireba SeiZleba Zalian efeqturi instrumenti da<br />
wyaro aRmoCndes sasargeblo informacias menejerebisTvis. es meTodi<br />
sasargebloa studentebisTvisac. daiyaviT sam-oTx kacian jgufebad da<br />
TiToeul jgufSi ganixileT swavlis ganmavlobaSi Tqveni azriT romeli<br />
meTodebi iyo swavlebis ufro efeqturi. TiToeul jgufSi CamowereT<br />
minimum 6-8 winadadeba, romelic swavlebis process ukavSirdeba. Semdeg<br />
gaerTiandiT romelime jgufTan TiToeuli da SeadareT Tqven. Tqveni<br />
winadadebebi. imis mere rac yvela jgufi Tavis rekomendaciebs warmoadgens,<br />
unda SeqmnaT mTeli jgufisTvis saerTo saukeTeso rekomendaciebi.<br />
eTikuri problema<br />
zogierTi saSualo da dabali donis menejeri yvelafers akeTeben<br />
imisTvis, rom miaRwion miznebs da amave dros ar daarRvion saboloo<br />
miznebis jaWvi; cota xnis win Coca Cola iZulebuli gaxda eRiarebina, rom<br />
zogierTi misi TanamSromeli ar iqceoda kargad da kompaniis produqciis<br />
teqstebis Sedegebis manipulirebas axdenda. es testebi tardeboda<br />
restoran King Burger-is bazaze riCmondSi. Tu tests gaivlida produqt<br />
Froren Coca-s gayidva sxva qselSic daiwyeboda. roca cnobili gaxda, rom<br />
testirebis Sedegi gayalbebuli iyo, es Zalian ar moewona King Burger-is<br />
xelmZRvanelobas Coca Cola-s prezidentma King Burger-is qselis gaugzavna<br />
werili, sadac aRniSnavda: `es qmedebebi aramarTlzomieri iyo da ar<br />
Seesabameba Cveni kompaniis Rirebulebebs. CvenTvis Zalian mniSvnelovania<br />
rogorc TqvenTan, aseve yvela Cvens momxmarebelTan urTierToba da is<br />
patiosnebasa da ormxriv ndobaze unda iyos damyarebuli SeiZleba Coca Cola-<br />
s menejerebi Zlier zewolas ganicdidnen da aman aiZula isini gadaedgaT<br />
iseTi nabiji, rogoric Sedegebis gayalbebaa warmoidgineT, rom xarT Coca<br />
Cola-s menejeri da Tvis bolos dawinaurebas elodebiT. Tqveni savaWro<br />
zonis gayidvebis moculoba mniSvnelovani elementia Tqveni kompaniis<br />
24
dasaxuli miznebis SesrulebisTvis. Tqven igebT, rom am Tves gayidvebis<br />
moculoba Tqvens zonaSi ufro dabalia, vidre gegmiuri maCveneblebi. ras<br />
gaakeTebT, rom gazardoT es maCveneblebi.<br />
varianti A: Cavatareb supermarketebSi farTomasStabian savaWro<br />
aqcias, romlis drosac yvela myidveli, romelic SeiZens 20$-is da met<br />
produqcias, miiRebs fasdaklebas 1$.<br />
varianti B: moawyobT sareklamo aqcias, romlis drosac yvela vinc<br />
moitans malaziaSi konkurenti firmebis gauxsnel qilebs, miiRebs orjer<br />
met Coca Cola-s nawarms.<br />
varianti C: sTxoveT supermarketebSi gaaormagon SekveTa da SepirdiT<br />
rom momaval Tves daibrunebT Coca Cola-s ararealizebuli produqciis.<br />
situaciis analizi<br />
`yvela Cveni proeqti iwyeboda erTi SekiTxviT: `rogor moviqceT, rom<br />
ar gavimeoroT is, rac ukve iyo?~ - es gaxda avstraliuri korporaciis Lend<br />
Lease ZiriTadi filosofia. man marTlac SeZlo mTeli rigi SesaniSnavi<br />
saqmeebis gakeTeba: saZirkveli Cauyara operis Teatrs sidneiSi, aaSena<br />
olimpiuri sofeli 2000 wlis olimpiadisTvis da xmovani kinopavilioni<br />
filmebisTvis `matrica~ da `misia Seusrulebelia-2~. magram mSenebloba ar<br />
aris kompaniis erTaderTi biznesi. is lideria integrirebuli uZravi qonebis<br />
bazarze sainvesticio fondebTan erTad, aseve dakavebulia proeqtebis<br />
menejmentiT. dRes kompania flobs 91 mlrd dolaris (avstraliuri)<br />
aqtivebs. Lend Lease-Si muSaoba yvelas unda. rogor axerxebs is mudmivad<br />
warmatebuli iyos da gamoirCeodes konkurentebisgan? kompaniis<br />
aRmasrulebel direqtori greg klarkis azriT aq mniSvnelovan rols<br />
TamaSobs efeqturi dagegmva. erT-erTi bolo proeqti-evropaSi umsxvilesi<br />
savaWro kompleqsi Bluewater kentSi aris naTeli magaliTi SemoqmedebiTi<br />
midgomisa dagegmvis mimarT. 90-iani wlebSi ori adamiani kompaniis umaRlesi<br />
xelmZRvanelobidan – gamgeobis mmarTveli stiuart xorneri da malkolm<br />
letemi – idgnen mitovebuli karierTan, londonidan 15 km-is daSorebiT.<br />
maT evropaSi erT-erTi msxvili sawarmoo nagavsayrelis magivrad aq sul<br />
sxva ram dainaxes: uzarmazari sivrce masStaburi sazogadoebrivi<br />
TavSeyrisTvis, aseve savaWro centrisTvisac. biznesmenebma gadawyvites<br />
25
SeeZinaT inglisuri kompaniis Blue Circle Industries nakveTi. es kompania cementis<br />
mwarmoebelia da bolo rva wlis manZilze uSedegod cdilobda am<br />
nakveTisgan raime sargebeli enaxa. xelSekrulebis gaformebis Semdeg Lend<br />
Lease-ma `memkvidreobiT~ miiRo am nakveTis ganviTarebis gegmac. kompaniis<br />
xelmZRvanelebma uari Tqves am gegmaze da datoves mxolod proeqtis<br />
saxelwodeba – Bluewater. am wuTidan daiwyo axali gegmis Sedgenaze<br />
seriozuli muSaoba. cota xanSi kompaniis TanamSromlebi 8 kacis<br />
SemadgenlobiT londonis ofisSi Sexvdnen erik kiuxnes, cnobil da<br />
gavlenian amerikel arqiteqtors. gundis mizani iyo xedva realobad eqciaT.<br />
amisTvis maT SeimuSaves novatoruli, revoluciuri gegma, romelsac<br />
ubralod uwodes: `Bluewater-is faqtorebi~. gegmis mixedviT is unda<br />
yofiliyo savaWro kompleqsi maRlivi SenobebiT da TeTri saxuravebiT;<br />
savaWro farTiT 1,4 mln.kv.m, garaJiT 13000 manqanaze da didi parkiT, 7 tbiT<br />
da milionamde sxvadasxva nargaviT. es iyo Zalian masStaburi da rTuli<br />
proeqti, magram kompaniam kidev erTxel daamtkica rom efeqturi dagegmvis<br />
unari aqvs. SemoqmedebiTi midgoma rom mkacr aRricxvas daeqvemdebaros,<br />
gamoiyeneben specialur struqturas – saproeqto-sakontrolo jgufebs<br />
(ssj) aseTi jgufebi iqneba yoveli axali punqtisTvis. jgufis wevrebi<br />
pasuxs ageben proeqtis realizaciaze. ssj-Si aris 3-dan 15-mde wevri. isini<br />
ikribebian yovel meeqvse kviras. yvela es Sekreba Zalian mniSvnelovania.<br />
isini imarTeba dRis wesrigis Sesabamisad, ganixilaven rogorc finansur<br />
sakiTxebs, aseve sxva mniSvnelovan sakiTxebsac. es Sekreba Semowmebis garda<br />
miznad isaxavs axali ideebis mofiqrebasac. ssj-Si Sevidnen gamgeobis<br />
Tavmjdomare, kompaniis direqtori specproeqtebis dargSi, arqiteqtori,<br />
Lend Lease-is yvelaze msxvili investoris – kompania Prudential-is aRmasrulebeli<br />
direqtori, aseve inJinrebi, iuristebi da sxva specialistebi, garda amisa<br />
klientebic. proeqti damTavrda 4,5 weliwadSi, vadaze ori kviriT adre.<br />
kompleqsi ijariT gadaeca 320 kompaniis msoflios yvela qveynidan. Bluewater<br />
warmoadgens gigantur samkuTxeds, sami orsarTuliani savaWro centrisgan,<br />
isini erTmaneTTan bilikebiT aris dakavSirebuli da erTgvar dasvenebis<br />
zonas warmoadgenen. kompleqsSi Sedis sportuli klubebi, restornebi,<br />
kinoTeatrebi. Bluewater-s dReSi stumrobs 75000 adamiani.<br />
____________<br />
26
1. ra roli Seasrules miznebma proeqtis dagegmvaSi?<br />
2. gegmis damuSavebis romel midgomas iyeneben kompania Lend Lease-Si?<br />
3. imuSavebs Tu ara es midgoma sxva organizaciaSi?<br />
praqtikuli samuSao<br />
Tema: strategiuli menejmenti<br />
daiyaviT 3-4 kacian jgufebad. maswavlebeli dagirigebT masalas,<br />
saidanac unda moZebnoT organizaciuli strategiis xuTi magaliTi mainc.<br />
gansazRvreT romeli tipis strategiis ekuTvnian es magaliTebi:<br />
korporaciuli donis. biznes donis Tu funqcionaluri donis ganixileT<br />
erTmaneTSi magaliTebi.<br />
eTikuri problema<br />
ra xdeba roca axali moTamaSe mTlianad cvlis konkurentul<br />
situacias dargSi? amis kargi magaliTia sacalo kinovaWroba. iaponiaSi<br />
didik debatebi gamoiwvia sacalo qsel Bookoff-is qmedebam, romelmac<br />
eSmakurad auqcia gverdi am qveynis kanons, romelic krZalavs axali<br />
wignebis fasdaklebiT gayidvas; man daiwyo mosaxleobisgan Zveli wignebis<br />
SeZena, moyavda isini wesrigSi da yidda sawyisi fasis naxevar fasad. exlac<br />
ki, roca qselSi ukve 700 maRaziaa, konkurentebi aprotesteben rom ar<br />
SeuZliaT kanonierad daaklon fasi saqonels da Bookoff-s gauwion<br />
konkurencia. amas garda wigniT movaWreTa iaponiis federacia wuxs, rom<br />
mozardebma SeiZleba sxva maRaziaSi moiparon wignebi, raTa mere isini<br />
Bookoff-s miyidon. am sferoSi problemebi amerikaSic aris. Amazon.com iyenebs<br />
internets, raTa konkurencia gauwios iseT stabilur qselebs, rogoricaa<br />
Barners snf Noble. es kompania aZlevs saSualebas dilerebs da individualur<br />
momxmareblebs gayidon bukinisturi wignebi axlebTan erTad eleqtronuli<br />
gziT – praqtika, romelmac bevri protesti gamoiwvia. mweralTa gildia,<br />
magaliTad mouwodebs Tavis wevrebs, boikoti gamoucxadon Amazon.com-s,<br />
radganac avtorebi ar iReben wignebis gayidvidan procents.<br />
warmoidgineT, rom xarT Amazon.com-is menejeri, romelic pasuxs agebs<br />
mogebis zrdaze produqciis diapazonis gafarToebis xarjze da es<br />
moTavsebulia Tqveni kompaniis Web-saitze. cota xnis win, zonaSi,<br />
27
omelsac Tqven akontrolebT gaixsna ramdenime maRazia, romelic vaWrobs<br />
bavSvis meoradi tansacmliT. aman Tqven axali idea gagiCdnaT, xom ar aris<br />
saWiro gamyidvelebs vurCioT meoradi tarsacmeli CavrToT axali<br />
tarsacmlis CamonaTvalSi, romelsac vTavazobT momxmarebels.<br />
varianti A. gadawyvetT qveni Web-saitis daxmarebiT xsnis armias<br />
miyidoT meoradi tansacmeli, es asocirdeba keTil saqmianobasTan da<br />
SesaZleblobas mogcemT nebismier protests momzadebuli SexvdeT.<br />
varianti B. Tqven fiqrobT, rom bavSvis naxmari tansacmlis gayidva<br />
cudi strategiaa, radganac mosalodnelia problemebi produqciis<br />
xarisxTan dakavSirebiT,<br />
varianti C. Tqven gadawyvetT, mxolod im momwodeblebis tansacmlis<br />
gayidvas, romlebic ukve TanamSromloben TqvenTan, es uzrunvelyofs im<br />
momxmareblebisaTvis ufro farTo arCevans, romlebic fasebze reagireben.<br />
situaciis analizi<br />
nikolas grexemi aris korporacia Joe Boxer-is prezidenti. is<br />
awarmoebs mamakacis TeTreuls. Zalian uyvars STambeWdavi sanaxaobebis<br />
mowyoba. mas ekuTvnis idea msoflioSi yvelaze didi bilbodris<br />
gamokidvisa niu-iorkSi, taim-skverze, sadac kompaniis eleqtronuli<br />
misamarTia miTiTebuli. aseve is inglisis dedoflis samosSi gamowyobili<br />
ekida qalaqis Tavze 30 m. simaRleze da xalxs mokrivis trusebs esroda.<br />
grexemi darwmunebulia, rom kompanias reklama nebismier adgilas, nebismier<br />
momentSi da nebismieri xerxiT unda gaukeTdes. aranairi eWvi ar arsebobs,<br />
rom misi mTavari Zala mis unarSia – savaWro niSans reklama gauwios.<br />
yvelaze metad mas moswons Seqmnas momxmareblisTvis iseTi atmosfero,<br />
romelic maT saSualebas miscems cota xnis mainc daisvenon Tanamedrove<br />
cxovrebis xmaurisgan, SeCerdnen, raRac ucnaurze reaqcia hqondeT da<br />
gaiRimon. miuxedavad amisa korporaciis saqmeebi yovelTvis kargad ar<br />
midioda. 1985 wels, daarsebis Semdeg, man ganicada fenomenaluri zrda.<br />
dRes is yvelaze aRiarebuli da prestiJuli markaa. misi miznobrivi<br />
momxmarebelia 15-30 wlamde axalgazrdebi, xolo gaTviTcnobierebulobis<br />
xarisxi gamokiTxvis Sedegad aris 87%. swored am wlebSi mixvda grexemi,<br />
rom seriozuli problemebi dakavSirebuli iyo marTvasTan. marTalia is<br />
28
qiraobda specialistebs sxvadasxva konkretuli sakiTxis gadasawyvetad,<br />
magram miuxedavad amisa kompaniis valma Seadgina 18 mln $. ZiriTadad es<br />
iyo Sedegi misi eqscentriuli triukebis SesrulebisTvis zedmeti xarjebis<br />
gaweviT. 2001 wlisTvis kompania iseT rTul sitiaciaSi iyo, rom licenziis<br />
mflobelma ganacxadi waradgina, rom mas Semdeg rac Joe Boxer bankrotis<br />
Sesaxeb yvela qaRalds moawerda xels, unda gadaexada 3,5 mln $. ukve<br />
Sedgenili iyo pres-relizi, sadac gacxadebuli iyo firmis gabankrotebis<br />
Sesaxeb, rodesac maTTan mivida Windsong Alliance Croup-is aRmasrulebeli<br />
direqtori bil svidleri. es kompania specializirdeba dizainis markebze<br />
licenziebis gacemiT da TeTreulis gayidviT. maTTvis Joe Boxer-is marka<br />
Zalian mimzidveli iyo. 2001 wlis aprilSi Windsong-ma iyida Joe Boxer-is<br />
resursebi misi valis sanacvlod. ramdenime xnis Semdeg, svidlerma SeZlo<br />
SeTanxmebis dadeba Kmart-Tan, romelsac surda hqonoda eqskluziuri<br />
ufleba Joe Boxer-is savaWro saxelze. am SeTanxmebis zusti detalebi<br />
cnobili ar aris, cnobilia mxolod is, rom Windsong-ma erTjeradi gadaxdiT<br />
sakmaod soliduri Tanxa miiRo, romelic svilderis TqmiT bevrad metia im<br />
24 mln dolarze, rac firma Target-ma dizainer Mocrumo-s gadauxada. garda<br />
amisa, Windsong-i miiRebs procents Joe Boxer-is samarko saqonlis gayidvisgan<br />
(rac, specialistTa SefasebiT ukve pirvel wels iqneboda 1 mlrd $) Joe<br />
Boxer-is niSniT gamoSvebuli produqciis sawarmoo procesze pasuxismgebeli<br />
iyo Kmart. svidleris azriT Joe Boxer Kmart-s did warmatebas moutans, imaze<br />
mets, vidre Marta Stewart-is xazi, romlis popularobac mkveTrad daeca, mas<br />
Semdeg rac cnobili biznesmeni, vis saxelsac atarebs es savaWro xazi,<br />
seriozuli iuridiul problemebSi gaexva. iTvaliswinebs ra risks,<br />
romelic aucileblad Cndeba im SemTxvevaSi, roca savaWro niSani erT<br />
konkretul adamianzea mibmuli, svidleri Tvlis, rom unda warmoaCinos Joe<br />
Boxer da ara nikolas grexemi. ZiriTadi pasuxismgebloba marTalia<br />
svidlers aqvs aRebuli, magram grexemic akeTebs imas, rac mas yvelaze<br />
kargad gamosdis – PR da promouteroba.<br />
_____________<br />
1. ra aris Joe Boxer konkurentuli upiratesoba? romel konkurentul<br />
strategias axorcielebs? axseniT ratom.<br />
29
2. ras uCvenebda SWOT analizi bil svidlets, roca is afasebda situacias<br />
Joe Boxer-Si?<br />
3. ra SeiZleba iswavlon sxva organizaciebma strategiuli <strong>menejmentis</strong><br />
kuTxiT grexemis da svidleris magaliTze?<br />
praqtikuli samuSao<br />
Tema: organizaciis struqtura da sqema<br />
daiyaviT jgufebad. pedagogi TiToul jgufs dagarqmevT `movaleobis<br />
efeqturad gamanawileblebs~ an `movaleobis araefeqturad gamanawileblebs~.<br />
unda gaiTamaSoT situacia, romelic am rols Seesabameba (efeqturi an<br />
araefeqturi) unda axsnaT, raSi mdgomareobs mocemul SemTxvevaSi ar erTi<br />
an meorenairi qceva.<br />
eTikuri problema<br />
adamianuri resursebis marTvis menejerebis gamokiTxvam aCvena, rom<br />
52% ama Tu im formiT ganicdis zewolas, romelic aiZulebs maT uaryon<br />
eTikuri normebi, zemodan mosuli brZanebebis gamo. es nebismier<br />
organizaciaSi SeiZleba moxdes. ai erTi magaliTi. beti vilsoni ufrosi<br />
menejeri iyo WorldCom-Si, roca man da sxva menejerebmac brZanebebi miiRes<br />
mkveTrad SeemcirebinaT xarjebi, amisTvis ki gamoeyenebinaT<br />
aramarTlzomieri buRaltruli qmedebebi. beti amas win aRudga. bosma<br />
uTxra, rom `zemoT~ TviTonac gamoxata ukmayofileba, magram uTxres rom<br />
es iyo erTjeradi zoma, romelic iTvaliswinebda WorldCom finansurad<br />
ufro momxibvleli gamoCeniliyo. vilsoni daTanxmda, magram Tavs imdenad<br />
damnaSaved grZnobda, rom gadawyvita samsaxuri daetovebina. ufrosma<br />
daarwmuna, rom mas es ar unda gaekeTebina, betic agrZelebda brZanebebis<br />
Sesrulebas da cvlida sabuRaltro maCveneblebs. male is mixvda, rom es<br />
sulac ar iyo erTjeradi RonisZieba da rodesac kompaniaSi finansuri<br />
kvleva daiwyo, vilsonma da zogierTma TanamSromelma TanamSromloba<br />
daiwyes SemmowmeblebTan da auditorebTan. Sedegad WorldCom iZulebuli<br />
gaxda Tavi bankrotad gamoecxadebina.<br />
zog menejers brali wauyenes TaRliTobaSi, zogma da maT Soris<br />
vilsonmac Tavad aRiares danaSauli. dRes WorldCom mTeli ZalisxmeviT<br />
30
cdilobs, rom aRidginos imiji da reputacia. magaliTad, gayidvebis da<br />
marketingis samsaxuris ufrosi atarebs politikas `nulovani<br />
Semwynarebloba araeTikur qmedebebs~ da mudmivad utarebs treningebs am<br />
kuTxiT Tavis TanamSromlebs.<br />
warmoidgineT, rom xarT WorldCom-is erT-erTi TanamSromeli.<br />
menejerma Tqven da ramdenime Tqveni TanamSromeli meuRleebTan erTad<br />
dagpatiJaT Zvirfas restoranSi da SemogTavazaT es Tanxa gagetarebinaT,<br />
rogorc klientTan vaxSmobis Tanxa. romel variants irCevT Tqven?<br />
varianti A. daTanxmdebiT, rom es Tanxa Tqvens angariSze miiweroT,<br />
magram TxovT menejers rac SeiZleba swrafad mogceT kompensacia, rom<br />
vinme ar SemogedavoT.<br />
varianti B. Tqven zrdilobianad uars ityviT am winadadebaze da<br />
etyviT rom es vinme sxvam gaakeTos.<br />
varianti C. daTanxmdebiT winadadebas, magram restornidan gamosvlis<br />
Semdeg urekavT WorldCom-is damoukidebel konsultants eTikis sakiTxebSi<br />
da anonimurad rCevas sTxovT.<br />
situaciis analizi<br />
2001 wlamde kanadaSi arsebobda wignebiT vaWrobis ori msxvili qseli<br />
– Chaprets da Indigo. Indigo 1996 wels Camoayaliba xizer raizmanma, romelic<br />
manamde gamagrilebeli sasmelebis mwarmoebeli kompania Cott Corporation<br />
prezidenti iyo. es qseli pirveli sacalo qseli gaxda wignebiT vaWrobaSi,<br />
romelmac vaWroba aseve audiopriduqciiT da suvenirebiT daiwyo da gaxsna<br />
kafeebi Tavis savaWro zonaSi. 2000 wlisTvis es sacalo qseli kanadis 14<br />
regionSi muSaobda. meore qseli Chapters Seiqmna 1995 wels ori kompaniis<br />
Cole’s da SmirhBooks SeerTebiT. 2001 wels xizerma Zalian warmatebuli<br />
nabiji gadadga, romlis wyalobiT misma kompaniam gacilebiT ufro msxvili<br />
Chapters `STanTqa~. Chapters-is finansuri danakargebi bolo periodSi Zalian<br />
TvalSisacemi iyo, amitom aqcionerebma es nabiji Zalian dadebiTad<br />
Seafases. Chapters da Indigo daaxloebiT erTnairi organizaciuli struqtura<br />
hqondaT. magaliTad, orives hqonda marketingis, kadrebis, sacalo vaWrobis<br />
ganyofilebebi. magram aRmoCnda, rom axal organizacias aqvs 90 wignis<br />
maRazia da 7000 TanamSromeli, ufro metic Indigo axla akontrolebda Cole’s<br />
31
da SmithBooks-sac, sadac 210 maRazia iyo da Internet-ganyofilebas. cxadi<br />
gaxda, rom axlad Seqmnili organizaciis struqtura unda Secvliliyo.<br />
gaerTianebuli kompania, romelmac miiRo saxelwodeba Indigo Books and<br />
Music gaxda kanadaSi yvelaze cnobili wignis gamyidveli. amis miRweva<br />
Zalian Zneli iyo. 2002 wels kompaniam dakarga 48 mln dolari, imis<br />
miuxedavad, rom TanamSromlebis ricxvi 26%-iT gaizarda, 2003 wels<br />
mdgomareoba SedarebiT gamosworda – kompaniam miiRo mcire mogeba (1,4 mln<br />
dolari). es miuTiTebs imaze, rom raizmani aqcents akeTebs mogebis zrdaze.<br />
analitikosebi darwmunebuli arian, rom miuxedavad bevri sirTuleebisa,<br />
raizmani maT aucileblad gadalaxavs.<br />
_____________<br />
1. rodesac xdeba ori organizaciis Serwyma, ra tipis struqturuli<br />
sakiTxebis gadaWra uwevs axlad Sewmnili organizaciis menejers><br />
2. ra rols TamaSobs Tqveni azriT organizaciuli struqtura<br />
organizaciis efeqturobaSi da ratom?<br />
3. romeli struqtura iqneba Indigo-Tvis ufro misaRebi - organuli Tu<br />
meqanikuri? ratom?<br />
4. rogor gavlenas moaxdenen axali teqnologiebi organizaciul sqemaze?<br />
32
praqtikuli samuSao<br />
Tema: komunikacia da informaciuli<br />
teqnologiebi<br />
daiyaviT 3-4 kacian jgufebad. TiToeuli jgufi irCevs erT adamians,<br />
romelic rCeba auditoriaSi, danarCenebi gadian. pedagogi agixsniT raSi<br />
mdgomareobs savarjiSo. TiToeulma jgufma unda ganixilos Secdomebi,<br />
romlebic urTierTobis dros dauSviT (rogorc gagzavnis ise miRebis<br />
dros). ramdenad damaxinjda Setyobineba da ratom.<br />
eTikuri problema<br />
dRes arsebobs specialuri Web-saitebi, romlebsac uwodeben. Weblogs<br />
masze adamianebi gamoTqvamen Tavis ideebs, komentars ukeTeben mimdinare<br />
sakiTxebs da sxvadasxva meTodiT aramarTlzomierad iyeneben qsels.<br />
radganac nebismier msurvels SeuZlia am saitze Sevides da waikiTxos<br />
masze ganTavsebuliDSetyobinebebi, kompaniebi SiSoben, aq ganTavsebul<br />
informaciaze, romelic mniSvnelovani da konfidencialuria, sadac<br />
akritikeben menejments an konkurentebs, gamoTqvamen Seumowmebel varaudebs.<br />
kompaniebs aSfoTebT aqcionerebis reaqciac, romlebic xSirad ar<br />
eTanxmebian saitze ganTavsebul informacias. dRes aseTi saitebi imdenad<br />
popularulia, rom zogma kompaniam, mag.: Groove Networks specialuri politika<br />
SeimuSava, xolo kompania CNN aiZula Tavisi erT-erTi reportiori daexura<br />
sakuTari saiti, romelzec is kompaniis azrisgan gansxvavebul Sexedulebebs<br />
gamoTqvamda samxedro korespondentis karierasTan dakavSirebiT. Tumca es<br />
ukanaskneli bolomde icavda Web-saits da ambobda, rom es sainformacio<br />
resursi CNN-Tan aranair kavSirSi ar iyo. ra xdeba maSin, roca analogiur<br />
saits xsnis kompaniis aRmasrulebuli direqtori? alan meklerma,<br />
Jupitermedia-s aRmasrulebelma direqtorma daafuZna aseTi saiti, raTa axali<br />
konferencia moewvia dargSi axali teqnologiebis danergvis Sesaxeb. amis<br />
Sedegad Jupitermedia CarTuli iqna konkurentuli brZolaSi am tipis sxva<br />
33
popularul resursTan, romelsac Comdex hqvia. Tavis pirvel publikaciebSi<br />
meklerma mkacrad gaakritika konkurentis menejmenti. amis Semdeg<br />
iuristebis rCevis mixedviT da imis gamo, rom konferenciis zogierTma<br />
monawilem, saits uaryofiTi Sefaseba misca, meklerma toni Searbila.<br />
warmoidgineT, rom xarT Jupitermedia PR direqtori. aRmasrulebelma<br />
direqtorma Tavis saitze gamoaqveyna informacia, rom Tqveni konferencia<br />
finansuri kuTxiT ufro warmatebulia, vidre Tqveni konkurenciis.<br />
radganac Sesabamis finansur monacemebs ar aqveynebs arc erTi kompania, am<br />
informaciis Semowmeba praqtikulad SeuZlebelia. Tqven ar gindaT rom<br />
kompania cudi mxridan gamoCdes, magram iciT rom Tqvens aRmasrulebeli<br />
direqtors Zalian uyvars sakuTari azrebis xmamaRla gamoxatva, rogor<br />
moiqceviT msgavs situaciaSi?<br />
varianti A. SexvdebiT aRmasrulebel direqtors, auxsniT rac<br />
gawuxebT da SesTavazebT ganaTavsos Web-saitze informacia, romelSic<br />
naTqvami iqneba, rom PR-samsaxuris rekomendaciiT man Secvala adrindeli<br />
informacia.<br />
varianti B. datovebT Setyobinebas ise, rogorc aris, magram<br />
gamouSvebT pres-relizs, sadac naTqvami iqneba, rom aRmasrulebeli<br />
direqtoris saitze ganTavsebuli informacia, mxolod da mxolod misi<br />
azria da ara kompaniis oficialuri azri.<br />
varianti C. daelaparakebiT kompaniis iurists da TxovT daarwmunoT<br />
aRmasrulebeli direqtori saitidan moxsnas arsebuli informacia manamde,<br />
sanam konferenciis romelime monawile ar ganacxadebs mis araeTikurobaze.<br />
situaciis analizi<br />
saTao ofisis derefanSi aRmasrulebeli direqtoris bil ernstromis<br />
da mTavari inJineris SemTxveviT Sexvedris Semdeg gadawyda ZiriTad<br />
produqciasTan erTad gamoeSvaT nakaduri multimediuri sadenebi (kompania<br />
Voyant Technologies uSvebs mowyobilobebs telekonferenciebisTvis) dRes<br />
bili ocnebobs, rom es Sexvedra saerTod ar Semdgariyo, gansakuTrebiT mas<br />
mere, rac produqciis menejerma warmoadgina angariSi, sadac dasabuTebuli<br />
iyo, rom axal produqciaze momxmareblis interesi mcire iqneboda.<br />
komunikaciuri barierebi romelsac es kompania Seejaxa, tipiuria<br />
34
kompaniebisTvis, romlebic maRali teqnologiebis sferoSi moRvaweoben.<br />
kulturuli da enobrivi gansxvaveba kompiuterze momuSave adamianebsa da<br />
bazarze da biznesze ufro metad orientirebul TanamSromelebs Soris<br />
xSiri movlenaa. aseTi tipis organizaciebSi axali proeqtebis realizaciis<br />
adreuli stadiebi inJineruli personalis xelSia. ra Tqma unda axali<br />
teqnologiebi yvelas sWirdeba, magram xSirad inJinrebi qmnian `elegantur<br />
teqnologiebs, romelTaTvisac ar arsebobs bazari, romlebic Zalian<br />
rTulia da momxmareblis molodins ar pasuxoben~. ernmstromis amocanaa am<br />
or jgufs mWidro TanamSromloba hqonodaT. amisaTvis saWiro iyo rogorc<br />
struqturuli cvlilebebi, ise komunikaciuri sistemis cvlilebac. pirveli<br />
struqturuli cvlileba iyo menejerebis daqiraveba kompaniis oTxi<br />
produqciis xazis saxelmZRvanelod. magram es arasakmarisi iyo, radganac<br />
am adamianebma jer Zalian cota ram icodnen organizaciis kulturaze da<br />
ufro cota teqnologiebze. situaciis gamosasworeblad ernstromma<br />
gadawyvita axali Tanamdeboba SemoeRo – produqciis mTavari menejeri.<br />
adamiani, romelic am adgilze dainiSna jon gilomi – did gamocdilebas<br />
flobda rogorc sainJinro aseve marketingul telekomunikaciebSi. pirveli<br />
rac gilomma gadawyvita gaekeTebina, aemaRlebina produqtis oTxi<br />
menejeris prestiJi da reputacia da daavala maT rTuli amocanebis<br />
gadawyveta, mag. CamoeyalibebinaT marketinguli kvlevebis teqnikur-ekonomikuri<br />
maCveneblebi da moemzadebinaT prezentacia. am amocanis Sesrulebas Tvals<br />
adevnebda mTeli kompania. amis Semdeg gilomma gadadga ufro sarisko<br />
nabiji – sTxova or wamyvan inJiners exelmZRvanelaT produqtebis<br />
jgufebisTvis, rac maT sakmaod uxalisod miiRes. am struqturuli<br />
cvlilebebis Semdeg kompania moemzada komunikaciuri sistemis<br />
Sesacvlelad. Sedegad, dRes Tu romelime TanamSromels axali produqtis<br />
Seqmnis idea mouva, is lokalur qselSi aRwers Tavis mosazrebebs. yvela<br />
wamyvani specialisti afasebs am ideas. Tu idea mowonebuli iqneba,<br />
menejerebi adgenen ra droSi unda gakeTdes, xolo inJinrebi amis<br />
realizacias axdenen da premiebsac iReben. ernstromi darwmunebulia, rom<br />
dRes misi kompaniis momxmarebeli dakmayofilebulia ise, rogorc arasdros.<br />
____________<br />
1. efeqturi komunikaciebis SemuSavebisas ra winaaRmdegobebi Sexvda<br />
kompania Voyant Technologies?<br />
35
2. risTvis iyo saWiro struqturuli cvlilebebi komunikaciebis<br />
efeqturobis asamaRleblad?<br />
3. ratom aris ernstromi darwmunebuli, rom kompaniis momxmarebeli<br />
kmayofilia maTi muSaobiT ise, rogorc arasdros? ra roli Seasrula<br />
amaSi kimunikaciebma?<br />
praqtikuli samuSao<br />
Tema: personalis menejmenti<br />
warmoidgineT, rom xarT minesotas Statis q. sent-polis erT-erTi<br />
Web-kompaniis kadrebis ganyofilebis ufrosi. kompania yidis saCuqrebs. aq<br />
muSaobs 30 TanamSromeli, magram Tqveni saitis didi popularobis gamo<br />
maTi ricxvi izrdeba. imisaTvis, rom moTxovnebi marTon, uaxloes sam TveSi<br />
Tqven minimum kidev 30 adamiani gWirdebiT. vakansiebis Sevsebis dros Tqvens<br />
mTavar aRmasrulebel direqtors unda maqsimalurad mravalferovani<br />
samuSao Zala gamoiyenos. man gvTxova Tqven SeimuSavoT meTodika, rogor<br />
moizidoT mravalferovani samuSao Zala. daiyaviT 3-4 kacian jgufebad.<br />
gansazRvreT sxvadasxva xasiaTis adamianebis SerCevis procesis etapebi.<br />
miudeqiT saqmes SemoqmedebiTad. ganixileT erTmaneTis mosazrebebi.<br />
eTikuri problema<br />
im sistemis mixedviT, romelic kompania Goodyear Tire and Rubber-Si<br />
gamoiyeneba, menejerebma unda airCion 10% yvelaze efeqturi TanamSromeli<br />
(`friadi~) 80% saSualo (`kargi~) da 10% dabali efeqturobis<br />
(`damakmayofilebeli~) visac pirvel jgufs miakuTvneben, maT awinaurebdnen,<br />
vinc mesame jgufSi xvdeboda, afrTxilebdnen, rom Tu maTi efeqturoba<br />
SemdgomSic ase cudad Sefasdeboda, maT CamoaqveiTebdnen an saerTod<br />
gauSvebdnen. magram cota xnis win kompanias mouwia am sistemaze uaris Tqma,<br />
radganac zogierTma ganTavisuflebulma TanamSromelma sasamarTlos<br />
mimarTa asakobrivi niSniT diskriminaciaSi kompaniis mimarT. `es savsebiT<br />
arasamarTliania, gamovideT iqidan, rom raRac procenti aradamakmayofi-<br />
leblad muSaobs, naTqvamia erT-erT saCivarSi. Sefaseba subieqturi iyo da<br />
Canda tendencia ganTavisuflebuliyvnen ufrosi asakis adamianebisgan~.<br />
bevrma kompaniam, maT Soris General Electric-ma, miebaZa am kompanias da<br />
Secvales TanamSromelTa Sefasebis sistema, radganac kritikosebi<br />
36
Tvlidnen rom sistema aiZulebs menejerebs mimarTon asakobriv, genderul<br />
an rasobriv diskriminacias. bevrma kompaniam Caatara mmarTvelobiTi<br />
personalis treningebi da aswavla maT obieqturi Sefaseba. warmoidgineT,<br />
rom xarT General Electric-is erT-erTi xelmZRvaneli da Tqvendami<br />
daqvemdebarebuli menejerebidan unda airCioT 20% yvelaze efeqturi<br />
TanamSromeli, 70% - saSualo efeqturobiT da 10% aradamakmayofilebeli.<br />
Tu datovebT ara kompetenturs, sustad motivirebul menejerebs, es<br />
arasamarTliani iqneba danarCenebisTvis. meore mxriv, Tu Tqveni yvela<br />
menejeri kompetenturia, Tqven mainc valdebuli xarT airCioT – is 10%. ras<br />
moimoqmedebT Tqven?<br />
varianti A. sanam Sefasebis Sedegebs gamoacxadebT, calke<br />
daelaparakebiT im avadsaxsenebel 10%-s da SesTavazebT saswrafod daiwyon<br />
axali samsaxuris moZebna.<br />
varianti B. SeadgenT moxsenebiT baraTs, sadac axsnili iqneba rom<br />
Tqveni yvela menejeri sakmaod kompetenturia da aravin ar imsaxurebs<br />
ganTavisuflebas. dayofT maT `froadistebad~ da `kargosnebad~.<br />
varianti C. individualurad imuSavebT TiToeulTan, vinc 10%-Si<br />
moxvda da SeadgenT maTTan erTad gegmas, rogor gaizardos maTi muSaobis<br />
efeqturoba Semdgomi 90 dRis manZilze.<br />
situaciis analizi<br />
`Cveni samuSao Zala gamoirCeva maRali sulierebiT da<br />
mravalferovnebiT. Cven SevqmeniT kultura, romelic stimulis aZlevs<br />
adamianebs imuSaon da iyvnen saqmis erTgulebi. Cven gamarjvebulebis<br />
kompania varT~. es sityvebi aRebulia Mitsubishi Motors America, Inc. (MNNA)<br />
misiidan. es Zalian sakvirvelia, Tu mis istorias gaviTvaliswinebT. MMNA<br />
aris erT-erTi im mravali kompaniidan, romelic Sedis iaponiaSi bazirebul<br />
Mitsubishi Group-Si. marTalia jgufis yvela wevri damoukidebeli kompaniad<br />
iTvleba, magram isini xelmZRvaneloben sankorios principebiT, romelic<br />
Tavdapirvelad koiata ivarkim 1930 wels Camoayaliba da Semdgom<br />
cvlilebebi ganicada.<br />
_ Soki xokos principi. iswrafe daamdidro sazogadoeba materialurad<br />
da sulierad. ar dagaviwydeT wvlilis Setana garemos dacvaSi.<br />
37
_ Soki kameis principi. misdie gamWvirvalobis da gaxsnilobis<br />
principebs. gaakeTe biznesi patiosnad.<br />
_ riiugio biukis principi. gaafarTove biznesi globaluri<br />
perspeqtivebis safuZvelze.<br />
es saxelmZRvanelo principebi aris Mitsubishi Group-Si Semavali yvela<br />
kompaniis biznesis safuZveli, magram cota xnis win MMNA-Si saqme sul<br />
sxvanairad iyo. es sawarmoo simZlavreebi aigo 1985 wels centraluri<br />
ilinoisis sasoflo-sameurneo raionSi da mas teqnologiis saocrebas<br />
uwodebdnen. isini iTvlebian aSS-s yvelaze rTul sawarmod da ise arian<br />
daproeqtebuli, rom saSualebas gvaZleven erT konveierze damzaddes<br />
avtomanqanis ramdenime modeli. roca 2003 wlis ianvarSi produqciis xazs<br />
daemata sportuli modeli Endeavor, qarxanam daiwyo eqvsi sxvadasxva<br />
modelis gamoSveba, metis vidre nebismieri sxva qarxana aSS-Si. gaizarda<br />
produqtiulobac. sawarmos efeqturobis aseT maRal donemde misayvanad<br />
saWiro gaxda direqtoris riC milganis mkacri xeli, romelmac qarxana 1998<br />
wels Caibara, maSin roca qarxanam samwuxaro popularoba moixveWa ori<br />
Taviseburebis gamo. pirveli, rom is iyo yvelaze avtomatizebuli, da<br />
amasTan naklebad produqtiuli qarxana am sferoSi, meore rom amerikis<br />
mTavrobam aRZra saqme seqsualuri Zaladobis niSniT, rasac adgili hqonda<br />
iq momuSave qalebis mimarT. am saqmem farTo gamoxmaureba miiRo<br />
sazogadoebaSi. `Robeze, romlis axlosac dadian qalebi, aris seqsualuri<br />
xasiaTis damamcirebeli naxatebi, kedlebze gakrulia pornografiuli<br />
suraTebi, mamakaci-TanamSromlebi orazrovan miniSnebas ukeTeben<br />
TanamSromel-qalebs Tu isini amis Sesaxeb Ciodnen, maT an<br />
anTavisuflebdnen an aRar awinaurebdnen~. praqtikulad, am qarxanas cudi<br />
reputacia hqonda da qalebisaTvis arasaxarbielo samuSao adgilad<br />
iTvleboda. erT-erTo TanamSromeli ixsenebs: `Cven gvyvavdnen biWebi,<br />
romlebic arafer cudSi SemCneulebi ar iyvnen, magram maT mosTxoves<br />
daetovebinaT mwvrTneloba qalTa gundisa mxolod imitom, rom am<br />
qarxanaSi muSaobdnen~.<br />
mravalricxovani saCivrebis Semdeg 500 qalis xelmoweriT Sedgenili<br />
dokumentis mixedviT saqme aRiZra. es saqme sami weli grZeldeboda da am<br />
drois ganmavlobaSi personalis moraluri suli qvemoT ecemoda, xolo<br />
38
amerikel muSebsa da iaponel menejerebs Soris urTierToba sabolood<br />
gafuWda. aseTi viTareba daxvda giligans. pirveli cvlileba iyo 34 mln<br />
dolari, rac kompaniam moraluri zonis safasurad gadaixada. fuli gaiyo<br />
400 qalma da bevri maTgani qarxanaSi samuSaod darCa. giligani xvdeboda,<br />
rom saWiro iyo kardinaluri cvlilebebi, magram xvdeboda imasac, rom am<br />
cvlilebebis aucilebloba personalsac unda eRiarebina. man mxari<br />
dauWira TanamSromelTa survils misiis Sesaxeb gancxadebaSi pirveli<br />
yofiliyo sityva `pativiscema~ da meore `xarisxi~. Semdeg man Seqmna<br />
ganyofileba, romelic iZiebda yvela saCivars da atarebda axali<br />
TanamSromlebis treningebs, sadac aswavlidnen ra unda gaekeTebinaT<br />
seqsualuri Zaladobis an sxvadasxva saxis diskriminaciis dros. giliganma<br />
SemoiRo nulovani moTmenis politika, rac gulisxmobda, rom zianis momtan<br />
qcevas kompaniaSi ar moiTmendnen.<br />
am da sxva RonisZiebebis Sedegad kompaniaSi ara mxolod moraluri<br />
klimati gaumjobesda. 2003 wels Mitsubishi-im gamoacxada, rom Cadebda 200<br />
milioni dolaris investiciebs amerikuli filialis sawarmoo<br />
simZlavreebis 25%-iT gasafarToveblad, ris Sedegadac aq damatebiT 300<br />
samuSao adgili Seiqmna.<br />
____________<br />
1. romel filosofias aRiarebs Mitsubishi SromiTi resursebis strategiul<br />
menejmentTan dakavSirebiT?<br />
2. amarTlebs Tu ara nulovani moTmenis politika seqsualur ZaladobasTan<br />
dakavSirebul problemebis dros? ratom?<br />
3. warmoidgineT, rom dagavales am qarxanaSi axali TanamSromlebis<br />
orientaciaze muSaoba. warmoadgineT Tqveni orientaciis zogadi gegma?<br />
4. ra unda iswavlon sxva kompaniebma Tqveni azriT Mitsubishi-gan?<br />
39
praqtikuli samuSao<br />
Tema: qcevis <strong>safuZvlebi</strong><br />
daiyaviT 3-4 kacian jgufebad. pedagogi TviTon airCevs, romeli gundi<br />
imoqmedebs sqemiT: `diax, yovelTvis negatiuri~ da romeli gundi sqemiT<br />
ara, yovelTvis negatiuri? amis Semdeg jgufebma es sakiTxi unda ganixilon.<br />
warmoadgineT Tqveni jgufis argumentaciisTvis mtkicebulebebi da<br />
magaliTebi.<br />
eTikuri problema<br />
sastumroebis qseli Marriott Internarional mudmivad acnobebs personals<br />
yvela axal gadawyvetilebas, romelic TanamSromlebs exeba, maT Soris<br />
Statebis mosalodnel Semcirebasac. ai ras ambobs am kompaniis mTavari<br />
sistemuri analitikosi jef ekoti: `Cven kompaniaSi marTalia bolo<br />
periodSi ramdenime Semcirebebis talRa iyo, magram Cven TanamSromlebs<br />
amis Sesaxeb winaswar vatyobinebdiT; Cven regularulad vawyobT krebebs,<br />
romelzedac umaRlesi xelmZRvaneloba gvatyobinebs Tavisi gegmebis<br />
Sesaxeb, amitom aq aravis ar SeuZlia Tqvas rom Statebis Semcireba<br />
moulodneli iyo maTTvis~.<br />
kidev erTi magaliTia kompania Avon Products, romelSic menejerebi da<br />
rigiTi TanamSromlebi, romlebic sainformacio teqnologiebis sferoSi<br />
moRvaweoben, mudmivad daZabulebi iyvnen, radgan SiSobdnen, rom es<br />
operaciebi sxva qveyanaSi gadavidodnen an saerTod gareSe organizaciebs<br />
gadascemdnen. es grZeldeboda manamde, sanam umaRlesi menejmenti uSualod<br />
ar dakavda am problemiT. `oqtomberSi Avon-is xelmZRvanelobam Riad<br />
ganacxada, rom ganixilavda SesaZleblobas es operaciebi gareSe<br />
organizaciebisTvis gadaeca, magram mivida im daskvnamde, rom es<br />
mizanSewonili ar aris~, - ixsenebs erT-erTi menejeri. magram SeinarCuneben<br />
40
Tu ara TanamSromlebi pozitiur damokidebulebas da aRqmas, Tu maT<br />
sakmaod xSirad atyobineben SesaZlo Semcirebebis an maTi saqmianobis<br />
sxvisTvis gadacemis Sesaxeb? ramdenad xSirad SeiZleba msgavsi informaciis<br />
miwodeba stresi rom aviciloT da provocireba ar gavukeToT negatiur<br />
ganwyobas? warmoidgineT, rom xarT kompania Avon-is vice-prezidenti<br />
sainformacio teqnologiebis sakiTxebSi. Tanxis ekonomiis mizniT Tqven<br />
ukve meramdened ganixilavT ideas gadasceT gareSe kontraqtorebs ramdenime<br />
is amocana, rasac Tqveni ganyofileba akeTebs. Tqven am sakiTxs sxvadasxva<br />
SesaZlo kandidatebTan ganixilavT da saboloo gadawyvetilebis miRebas<br />
varaudobT naxevar welSi. ra saxis informacia unda gaagebinoT<br />
TanamSromlebs da rodis?<br />
varianti A. exlave davelaparakebodi TanamSromlebs da Sevatyobinebdi<br />
rom Tu aRniSnuli gadawyvetileba miRebul iqneba, ramdenime Stati<br />
Semcirdeba.<br />
varianti B. ar vetyvi TanamSromlebs arafers manamde vidre saboloo<br />
gadawyvetilebas ar miviRebT.<br />
varianti C. yvelafers menejerebs SeatyobinebdiT, magram mkacrad<br />
gaafTxilebdiT araferi ar eTqvaT TanamSromlebisTvis zedmeti daZabuloba<br />
da stresi rom ar gamoewviaT.<br />
situaciis analizi<br />
`meti interesi adamianebis mimarT~ - aseTi kompania Washington Mutual-is<br />
cota ucnauri lozungi. magram unda vaRiaroT, rom Tu gaviTvaliswinebT<br />
mis damokidebulebas sakuTari TanamSromlebis da momxmareblebis mimarT,<br />
is zustad miesadageba am firmas. WaMu (rogor ufro cnobilia) arsebobs<br />
1989 wlidan. es kompania specializirdeba finansuri momsaxureobiT rogorc<br />
individualuri klientebisTvis, aseve mcire da saSualo kompaniebisTvis.<br />
ZiriTadad is muSaobs kaliforniis, texasis, floridis bazrebze, xolo<br />
2002 wlidan niu-iorkis bazarze. kompaniis mizania sruliad Secvalos<br />
adamianTa damokidebuleba sabanko momsaxureobis mimarT. aRmasrulebeli<br />
direqtoris keri kilinjeris survilia adamianebs WaMu-s mimarT iseTive<br />
damokidebuleba hqondeT, rogoric aqvT Wal-Mart, Best Buy an Target-is mimarT.<br />
kilinkeri grZnobs ramdenad mniSvnelovania TanamSromlebis roli am<br />
41
miznis misaRwevad. es kompania orientirebulia momxmarebelTa umaRlesi<br />
xarisxiT mimsaxureobaze. is emsaxureba Svid milionamde klients da<br />
marTlac zrunavs momxmareblebze. kompaniaSi 50000 TanamSromelze meti<br />
muSaobs da maT menejerebs uwevT saqme hqondeT sruliad gansxvavebul<br />
qcevis SablonebTan – rogorc pozitiuri, aseve negatiuri. imisaTvis rom<br />
iyos Zalian warmatebul, kompaniam unda SeZlos sakuTari personalis<br />
energia saWiro mimarTulebiT miuSvas. WaMu amas axerxebs Tavisi<br />
kulturis fokusirebiT Sesabamis Rirebulebebze da axali kvalificiuri<br />
TanamSromlebis mozidviT. kompaniis kulturis koncefciis formulireba<br />
Zalian martivia: nebismier adamians RirsebiT da pativiscemiT unda miepyro.<br />
kompaniaSi iseTi samuSao garemoa, sadac yvela TanamSromels aqvs<br />
SesaZlebloba gaizardos, miiRos kmayofileba samuSaosgan. yvela<br />
TanamSromels Tavisi klientebi hyavs. imaTganac ki, vinc mxolod kolegebTan<br />
urTierTobs, moiTxoven momsaxureobis umaRles klass. imis gamo rom<br />
kompania mudmivad izrdeba, mas didi Zalisxmeva uwevs es kultura rom<br />
SeinarCunos. isini didi sifrTxiliT ekidebian axali TanamSromlebis<br />
SerCevas. `kvalifikaciis donis amaRleba Zalian iolia, xolo Tqveni<br />
pozitiuri ganwyoba Zalian mniSnelovania~. WaMu am filosofias misdevs.<br />
_______________<br />
1. pirovnuli maxasiaTeblebis romeli tipebia misaRebi kulturisTvis,<br />
romelic WaMu-Si Camoyalibda?<br />
2. moamzadeT anketa kompaniis TanamSromelTa gamosakiTxad, romelTa<br />
daxmarebiT menejerebi gaarkvevden maT damokidebulebas kompaniis mimarT.<br />
(SegiZliaT gamoiyenoT kompaniis Web-gverdi www.wamu.com)<br />
3. Fortune reitingis miedviT 2003 wels WaMu Sevida 100 yvelaze sasurveli<br />
samuSao adgilis siaSi. ra prognozirebas gaakeTebdiT Tqven<br />
TanamSromelTa samuSaos mimarT kmayofilebis doneze?<br />
4. `meti yuradReba adamianebis mimarT~ - amarTlebs Tu ara am Tavis<br />
lozungs kompania?<br />
42
praqtikuli samuSao<br />
Tema: TanamSromelTa motivacia<br />
SeadgineT sia xuTi kriteriumiT (mag.: xelfasi, megobroba, swavlis<br />
SesaZlebloba, aRiareba da a.S.), romelic Tqveni azriT yvelaze<br />
mniSvnelovania TqvenTvis momavali samsaxurisTvis. daalageT is mniSvnelobis<br />
mixedviT. amis Semdeg daiyaviT 3-4 kacian jgufebad da SeadareT pasuxebi.<br />
meordeba Tu ara romelime kriteriumi xSirad?<br />
eTikuri problema<br />
TanamSromlebi, romlebic Tvlian rom usamarTlod moaWres xelfasi,<br />
motivirebulad ar CaiTvlebian. aseT rTul situacias Seejaxnen amerikuli<br />
aviakompaniebi gadarCenisTvis brZolaSi. isini cdilobdnen pilotebis,<br />
meqanikosebis da bortgamcileblebis profkavSirebze zegavlenas, raTa<br />
mieRwiaT xelfasis Semcirebis da wesebis gamkacrebisTvis. kompania Airlways-ma<br />
xelfasis SemcirebiT SeZlo 1,2 mlrd dolariT (anu 25%-iT)DSeemcirebina<br />
xarjebi da aecilebina sasamarTlo procesi gakotrebasTan dakavSirebiT.<br />
magram Zalian bevrs ar moswons is faqti, rom maTi xelfasi Zvel donemde<br />
ver miva 2008 welze adre – isic saukeTeso SemTxvevaSi. sakiTxi, darCeboda<br />
Tu ara mmarTvelobiTi personalis xelfasi Semcirebuli 2008 wlamde,<br />
yvelaze ufro sakamaTo gaxda menejerebsa da rigiT TanamSromlebs Soris.<br />
ufro metic, mfrinavTa profkavSirma undobloba gamoucxada Airlways<br />
umaRles xelmZRvanelobas. miuxedavad imisa, rom am kompaniam SeinarCuna 30000<br />
samuSao adgili, TanamSromlebi saubroben cud damokidebulebaze maT<br />
mimarT. `Cven viciT, rom unda davxmarebodiT kompanias, magram Cven<br />
vfiqrobT rom maT waiRes imaze meti, vidre saWiro iyo~. – ambobs erT-erTi<br />
bortgamcilebeli. am grZnobas SeuZlia motivacia nulamde daiyvanos da<br />
43
udidesi negatiuri gavlena moaxdinos TanamSromlobaze da mgzavrTa<br />
momsaxureobaze.<br />
warmoidgineT, rom Tqven dagawinaures da dagniSnes adgilobrivi<br />
aeroportis saremonto saamqros menejerad. xelmZRvanelma giTxraT, rom<br />
kompaniam axlaxan dakarga bevri menejeri, romlebic sxva sferoSi wavidnen<br />
samuSaod. es procesi rom SeeCerebina, kompaniam gadawyvita, momaval wels<br />
mieca maTTvis Zveli xelfasi da garkveuli SeRavaTebi, Tumca rigiT<br />
TanamSromlebs cda mouwevT. Tqven TanaugrZnobT maT da gesmiT maTi<br />
ukmayofileba, magram imasac xvdebiT, rom meqanikosis adgilis povna sxva<br />
aviakompaniaSi praqtikulad SeuZlebelia.<br />
varianti A. informacias menejerebisTvis xelfasis gazrdis Sesaxeb<br />
miawodebdiT profkavSirebis liderebs, raTa maT daerwmunebinaT<br />
xelmZRvaneloba uzrunvelyoT Tanabari uflebebi yvela TanamSromlisTvis.<br />
amis Semdeg wamoxvidodiT kompaniidan.<br />
varianti B. darekavT gazeTSi anonimurad da sTxovT Jurnalists<br />
gamoiZion es situacia, ris Semdegac sajaro gaxados araTanaswori<br />
damokidebuleba kompaniaSi menejerebis da TanamSromlebis mimarT.<br />
varianti C. radganac es gadawyvetileba Tqven ar migiRiaT, ecdebiT<br />
moZebnoT anazRaurebis da waxalisebis sxva formebi da meTodebi.<br />
situaciis analizi<br />
`Cven ar varT qaTqaTa da fumfula, Cven ar vxvdebiT yvelas mxiaruli<br />
SeZaxilebiT da ar vfxanT paraskeobiT zurgs~. ase Camoyalibda personalis<br />
motivaciis filosofia skot harmonma, aRmasrulebelma direqtorma Motive<br />
Communications kompaniisa, romelic texasis Stat q. ostinSi mdebareobs. es<br />
kompania daarsda 1997 wels da dakavebulia servisuli programuli<br />
uzrunvelyofiT. misi klientebia iseTi cnobili kompaniebi, rogoric aris<br />
Fujitsu, 3 Com, Dritish Telecom da sxv.<br />
kompaniis misia Semdegia: `davexmaroT kompaniebs darCnen<br />
konkurentunarianebi da gaimarjvon momxmareblis momsaxureobis umaRlesi<br />
donis meSveobiT; Cven darwmunebuli varT, rom saukeTeso servisi – ufro<br />
metia, vidre valdebuleba, es aucileblobaa. servisi gaxda Cveni saqmianobis<br />
safuZveli~. miuxedavad yvelafrisa skot harmoni darwmunebulia, rom<br />
44
TanamSromlebis gaTamameba ar SeiZleba. stiv semelisburgeri, romelic<br />
pasuxs agebs kompaniaSi partniorul urTierTobebze ambobs: `Tu Tqven<br />
gsurT Tavze xels gismevdnen, Cveni kompania ar gamogadgebaT~. amitom<br />
adamianebi, romlebsac surdaT rom xSirad SeeqoT, am kompaniaSi didxans<br />
ar rCebodnen, xolo rCebodnen isini, visac moswonda Sejibri da<br />
konkurencia.<br />
biznes-gadawyvetilebebis miReba Motwe-Si Semdegnairad xdeboda.<br />
arasasurveli emociebisgan Tavis dasacavad xelmZRvanelebi ganixilaven ama<br />
Tu im sakiTxs, ris Semdegac erTi dRiT Sesvenebas acxadeben da amis mere<br />
iReben saboloo gadawybetilebas. TaTbirebisaTvis yvela TanamSromeli<br />
gansakuTrebulad unda moemzados. erTxel erT-erTi TaTbiris dros<br />
buRalterma Tqva, rom klienti Zalian kmayofilia~. amaze harmons Semdegi<br />
reaqcia hqonda: `rogor SegiZliaT darwmunebuli iyoT am sityvebSi, roca<br />
ar SegviZlia misi gazomva da Sefaseba?~ miuxedavad am xisti midgomisa misi<br />
TanamSromlebis mimarT, Motwe sakmaod warmatebulia. 2002 wels misi mogeba<br />
1,5 mln dolari iyo, saerTo Semosavlebi ki 59 mln dolari, xolo kompania<br />
– konkurentis Broadjamp-is SeZenis Semdeg savaraudod misi Semosavlebi<br />
orjer gaizrdeba.<br />
_____________<br />
1. CamoTvaleT am kompaniis motivaciuri midgomis upiratesobebi da nakli.<br />
2. ris Secvlas SesTavazebdiT harmons motivaciur midgomaSi? daasabuTeT<br />
Tqveni pasuxi.<br />
45
praqtikuli samuSao<br />
Tema: xelmZRvaneloba da lideroba<br />
warmoidgineT, rom xarT kompania Preferred Bank Card klientTa<br />
momsaxureobis ganyofilebis axali menejeri. kompania uSvebs sakredito<br />
baraTebs da ofisebi aqvs mTeli kaliforniaSi. Tqvenma winamorbedma,<br />
romelic didi popularobiT sargeblobda TanamSromlebSi da romelic<br />
dResac muSaobs kompaniaSi sxva Tanamdebobaze, dagimalaT informacia imis<br />
Sesaxeb, rom ganyofileba Zalian CamorCeba gegmiur maCveneblebs. Tqveni<br />
TanamSromlebi mouTmenlad elian dasvenebis dReebs da ar ician rom es<br />
dReebi maT unda imuSaon. Tqveni amocanaa es ambavi maT SeatyobinoT.<br />
gaiyaviT patar-patara jgufebad. ganixileT es situacia da misgan gamosvlis<br />
gzebi. ganixileT erTmaneTis variantebi.<br />
eTikuri problema<br />
warmoidgineT aRmasrulebeli direqtori, romelmac daiqirava adamiani,<br />
visi movaleobac aris sxva firmebis kompiuterul sqelSi Canergva, raTa<br />
moipovos konfidencialuri informacia sxva konkurent firmebTan garigebis<br />
Sesaxeb. es kompania konkretuli konkurentebis sawinaaRmdegod mudmivad<br />
uSvebs pres-relizebs. erTxel ki gamoacxada erT-erTi pirdapiri<br />
konkurentis mtruli STanTqmis Sesaxeb. da ganacxada rom misi mizani ara<br />
am firmis produqciis gayidvaa, aramed misi momxmareblebis da saukeTeso<br />
TanamSromlebis mozidva. es direqtori aris lari elisoni kompania Oracle-<br />
dan, romelic Wall Street journal-ma `silikonis velis xuligani~ Searqva.<br />
elisoni qarizmatuli liderobis saSualebiT kompania Oracle lideri gaxda<br />
programuli uzrunvelyofis sistemebis SemuSavebasa da gamoSvebaSi. Tumca<br />
mas uwevs mZafri konkurenciis pirobebSi muSaoba iseTi kompaniebis mxridan,<br />
46
ogoricaa Microsoft, is ignorirebas ar ukeTebs ufro patara metoqeebs. mag.:<br />
Siebel Systems an il Technologies. erTxel Oracle-ma gamoaqveyna pres-relizi, sadac<br />
gaakritika il Technologies mcdeloba gamoeSvaT konkretuli tipis programuli<br />
uzrunvelyofa, Tanac zustad im dros, rodesac am firmis aRmasrulebeli<br />
direqtori unda Sexvedroda gavlenian finansur analitikosebs. `Cven<br />
magidasTan kalendariT vsxdebiT da zustad vgegmavT, romel dRs Siebel-s<br />
vavnoT, da rodis iL-s~ - ambobs kompaniis marketingis direqtori.<br />
warmoidineT, rom xarT il Technologies aRmasrulebel direqtori da<br />
muSaobT materialuri maragebis marTvis sistemebis programebis Seqmnaze,<br />
romelmac konkurencia unda gauwios Oracle-s biznes-programebs. 5 wuTSi<br />
SedixarT Sexvedraze, sadac finansuri analitikosebi arian, romlebic<br />
investorebs rekomendaciebs awvdian ama Tu im produqtis yidvaze. Tqven<br />
unda ecadoT Tqveni kompaniis miRwevebi sruliad da kargad warmoaCinoT<br />
da daarwmunoT es analitikosebi dadebiTi rekomendaciebi gascen Tqvens<br />
produqtze. am dros Oracle aqveynebs pres-relizs, romelic Tqvens axal<br />
produqts akritikebs da eWvi gaqvT rom amis Sesaxeb finansurma<br />
analitikosebma ukve ician. ras izamT Tqven?<br />
varianti A. iqnebiT Zalian darwmunebuli imaSi rom Tqveni kompania<br />
saukeTesoa da Sekrebis bolos Tamamad gamoacxadebT rom Tqveni produqti<br />
bevrad sjobia Oracle-is produqts.<br />
varianti B. ecdebiT ndoba moipovoT gamosvliT, axsenebT im pres-<br />
relizs da miawvdiT iseT faqtebs, romlebic gaabaTilebs Oracle-is<br />
mosazrebebs.<br />
varianti C. sTxovT sazogadoebasTan urTierTobis direqtors<br />
Seadginos presisTvis gancxadeba, romelSic iqneba Tqveni citireba, rom<br />
Oracle-is produqti `naCqarevi da ise-ra Seqmnilia~.<br />
situaciis analizi<br />
avtorbolebi erT-erTi yvelaze sanaxaobrivi sportis saxeobaa. aSS-<br />
Si. erT-erTi yvelaze cnobili avtomrboleli NASCAR-Si (avtorbolebis<br />
nacionaluri asociacia) iyo deil ernxardti, romelic 2001 wlis 18<br />
Tebervals gardaicvala Daytona international rbolis dros. misi gardacvalebis<br />
Semdeg dadga sakiTxi misi kompaniis Dale Earnhardt-is Sesaxeb, romlis<br />
47
yovelwliuri mogeba 20 mln dolarze meti iyo. sportsmenis qvrivi tereza<br />
darwmunebuli iyo, rom yvelafers gaakeTebda im kompaniisTvis, romlis<br />
Sesaqmnelad misi meuRle Zalian bevrs Sromobda. man rTuli gza ganvlo<br />
aRmasrulebel direqtorobamde da amisTvis lideris rolis Sesruleba<br />
mouxda. tereza ernxardts ar uyvars yuradRebis centrSi yofna. mas<br />
urCevnia CrdilSi darCes. dasvenebis dReebSi, roca sxva mflobelebi Tavis<br />
garaJebs aTvaliereben, tereza rogorc wesi kiTxulobs kontraqtebs, debs<br />
xelSekrulebebs da Tavisi TanamSromlebis problemebs Wris. is<br />
xelmZRvanelobas sul sxvadasxvagvarad udgeba, vidre misi qmari. deili<br />
iyo spontanuri, kategoriuli da jiuti, xolo tereza misi absoluturi<br />
antipodia. gaxda Tu ara kompaniis prezidenti, terezam Seamcira misi azriT<br />
zedmeti xarjebi – gayida deilis vertmfreni, romlis gareSec mSvenivrad<br />
SeiZleboda gaZleba. erT-erTi mrbolelis maikl voltripis azriT: `maSin<br />
roca yvelaferi cudad da bundovnad Cans da yvela fiqrobs rom<br />
gamosavali ar arsebobs, Cndeba terezas Zlieri mxareebi. is yvelafers<br />
Tavis xelSi iRebs da prob;emebs agvarebs~. 2002 wlis bolos Winston Cup<br />
sezonis bolos kompaniis xelmZRvaneloba Seikriba, rom emsjelaT sezonis<br />
`plusebze~ da `minusebze~. `Zalian msurs giTxraT rom kargad muSaobdiT,<br />
magram Sedegebi cudia~ - Tqva terezam. terezam SeimuSava Tavisi<br />
xelmZRvanelobis stili, romliTac xelmZRvanelobs warmatebul kompanias.<br />
magram mas urCeven ufro xSirad gamoCndes xalxSi. terezac xvdeba amis<br />
saWiroebas. mag. 2003 wels is daexmara deil ernxardt-umcross, sazeimod<br />
waredgina msofliosTvis misi axali gundis Bush-is logotipi. tereza<br />
iyenebs Tavis Zlier mxareebs da mudmivad muSaobs susti mxareebis<br />
gasaZliereblad.<br />
____________<br />
1. aRwereT tereza ernxardtis xelmZRvanelobis stili. raSi gamoixateba<br />
am stilis Zlieri da susti mxareebi?<br />
2. rogor fiqrobT, iolia Tu ara xelmZRvanlisTvis stilis Secvla?<br />
rogor daexmarebaT maT amaSi treningebi xelmZRvanelobisTvis?<br />
3. ra siZneleebs awydeba xelmZRvaneli, roca efeqtur liders cvlis?<br />
rogor unda davZlioT es sirTuleebi?<br />
48
praqtikuli samuSao<br />
Tema: kontrolis <strong>safuZvlebi</strong><br />
warmoidgineT, rom saxelmwifo kolejSi sabuRaltro skolis<br />
profesori xarT. ramodenime Tqvenma kolegam interesi gamoiCina kontrolis<br />
konkretuli saSualebebis SemuSavebisadmi, raTa minimumamde daeyvanaT<br />
studentebis TaRliToba gamocdebis da saSinao davalebis momzadebis<br />
dros. Tqven gamoTqviT survili SegedginaT angariSi rekomendaciebiT,<br />
romelic gamodgeba sakontrolo meTodebis da RonisZiebebis SesamuSaveblad.<br />
daiyaviT 3-4 kacian jgufebad da ganixileT es Tema. SeadgineT<br />
rekomendaciebis sia, rac Tqveni azriT aRniSnuli problemis gadasaWrelad<br />
aris saWiro. ganixileT erTmaneTis rekomendaciebi.<br />
eTikuri problema<br />
dRes bevri kompania akontrolebs imas, Tu rogor gamoyeneben maTi<br />
TanamSromlebi Internet-s. isini cdiloben ise moqcevas, rom araeTikuri<br />
xasiaTis an pornografiuli Setyobinebebi an suraTebi saerTod gaqres<br />
maTi organizaciebs samuSao garemodan. Tu kompania aseTnairad ar moiqceva,<br />
es yvelaferi SeiZleba damTavrdes 100000-iani jarimiT seqsualur zewolaze.<br />
saSualo zomis kompaniisTvis es katastrofaa. meore mizezi aris xarjebi.<br />
amitom kompaniebma daayenes eleqtronuli sistemebi, romlebic saSualebas<br />
iZleva gakontroldes TanamSromelTa el. fosta da Tvali adevnon Tu ras<br />
saqmianoben isini qselSi, zog organizaciaSi hyavT specialuri TanamSromeli,<br />
romelic yvela Semomaval informacias akontrolebs da Slis im<br />
Setyobinebs, romelsac misi azriT saqmesTan aranairi kavSiri ar aqvs. am<br />
mimarTulebiT pirveli nabiji gaxda dakvirvebis mkafio politikis da<br />
sistemis Seqmna. menejmenti darwmunebuli unda iyos, rom TanamSromlebma<br />
ician wesebi da xvdebian rom kompania seriozulad udgeba eTikuri dilemis<br />
gadaWras. mag.: Tu British Telecom-is TanamSromels orjer miuva Setyobineba,<br />
rom <strong>menejmentis</strong>Tvis cnobilia is faqti, rom aRniSnuli TanamSromeli<br />
49
samuSao saaTebSi pornografiul saits aTvalierebs, is SeiZleba<br />
ganTavisuflebuli iyos samsaxuridan. miuxedavad amisa, am kompaniaSi 18<br />
Tvis manZilze 200 TanamSromlis gaSveba mouwia aRniSnuli mizeziT.<br />
warmoidgineT, rom xarT administraciuli sakiTxebis menejeris TanaSemwe<br />
British Telecom-Si. erT dilas Tqven iRebT saswrafo zars Tqveni bosisTvis.<br />
Tqven ukakunebT karze, magram pasuxi ar aris da aRebT kars, raTa baraTi<br />
magidaze dautovoT. Tqven xedavT, rom gori adgilzea da garTulia<br />
pornosaitebis TvalierebiT. Tqven fiqrobT rogor moiqceT.<br />
varianti A. aravis arafers ar etyviT, magram saswrafod anonimurad<br />
darekavT `cxel xazze~ da mouyvebiT nanaxs.<br />
varianti B. SexvalT kabinetSi, moaxsenebT risTvis mixvediT da Tan<br />
miaxvedrebT rom mivxdiT ras akeTebs is.<br />
varianti C. kidev erTxel Zlierad daakakunebT da etyviT risTvisac<br />
mixedviT. imaze rac dainaxeT erTi wuTis win xmas ar amoiRebT.<br />
situaciis analizi<br />
Tu ar flob saWiro informacias, ver miiReb swor gadawyvetilebas.<br />
Sesabamisad rom miiRo swori da efeqturi gadawyvetileba, unda daicva<br />
sakuTari informacia. kompania Niku Corporation-is xelmZRvaneloba Tvlis rom<br />
ase iqcevian. magram erT mSvenier dRes menejerebi Sokirebuli aRmoCdnen<br />
axali ambiT, rom ucxoebi ramdenjerme Sevidnen maT Web-saitze da<br />
iparavednen monacemebs. erT dRes ki teqnikuri menejeri jei merlini<br />
rodesac Tavis Setyobinebebs amowmebda, konkurenti kompaniis savaWro<br />
agentis xma gaigo. jeim gaifiqra, rom es cota ucnauri iyo da gadawyvita<br />
Seemowmebina Web-saitis Sesvlis registracia. da rac man iq naxa marTla<br />
Sokismomgvreli iyo. gaxsnili iyo aTas dokumentze meti 2002 wlis 12<br />
agvistos Niku damfuZnelma farzad dibaCim Business Engine winaaRmdeg saqme<br />
aRZra da SpionaJSi dasdo brali. miuxedavad imisa rom dibaCim saqme moigo<br />
da miiRo 5 mln dolari, incidenti gviCvenebs rom saqme Zalian<br />
seriozulad aris. korporaciebis gamokiTxvam, romelic 2002 w. aprilSi<br />
Catarda, aCvena, rom 80% kompiuteruli qseli gautexes, rac saerTo jamSi<br />
Seadgens 455 mln. dolaris zarals.<br />
____________<br />
50
1. kontrolis rogori tipi – winaswari, mimdinare Tu ukukavSiris safuZvelze<br />
aris ufro mniSvnelovani korporaciuli monacemebis dasacavad?<br />
ratom?<br />
2. ra unda gaakeTos sainformacio samsaxuris xelmZRvabelobam, rom<br />
garantirebul iyos msgavsi situaciebisgan dacvaSi?<br />
3. ra TamaSobs yvelaze mniSvnelovan rols informaciis da sxva resursebis<br />
dacvaSi-TanamSromlebi, danadgarebi Tu weriTi procedurebi? daasabuTeT<br />
Tqveni pasuxi.<br />
51
ibeWdeba avtorTa mier warmodgenili saxiT<br />
gadaeca warmoebas 03.07.2009. xelmowerilia dasabeWdad<br />
10.07.2009. qaRaldis zoma 60X84 1/16. pirobiTi nabeWdi Tabaxi 3.<br />
tiraJi 100 egz.<br />
sagamomcemlo saxli `teqnikuri universiteti~, Tbilisi,<br />
kostavas 77
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